Understanding the adoption of online grocery shopping: personal characteristics or family-level determinants?

Onderzoeksoutput: Conference paper

Samenvatting

This paper analyses the impact of both personal-level and family-level socio-demographic variables on the adoption of online grocery services and on consumers' motivations to adopt. Data was collected among in total 468 users and non-users of Belgium's most popular online grocery service, Collect & Go. The logistic regression models show that while socio-demographic variables at the personal level - especially education - indeed impact the adoption of online grocery services, variables at the family-level need to be taken into account as well (as they capture consumers' motivations to adopt). Our findings illustrate that earlier studies that rely solely on personal-level socio-demographics paint a (partly) incorrect picture. In particular, when age is combined with the family-level characteristics 'presence of (young) children' and 'working situation', in our analysis age is no longer a significant determinant.
Originele taal-2English
TitelProceedings of the 2014 Networking and Electronic Commerce Research Conference (NAEC 2014)
Pagina's407-422
Aantal pagina's16
StatusPublished - 2014
Evenement2014 Networking and Electronic Commerce Research Conference (NAEC 2014) - Trieste, Italy
Duur: 21 aug 201424 aug 2014

Conference

Conference2014 Networking and Electronic Commerce Research Conference (NAEC 2014)
LandItaly
StadTrieste
Periode21/08/1424/08/14

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