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.
|Titel||Proceedings of the 2014 Networking and Electronic Commerce Research Conference (NAEC 2014)|
|Status||Published - 2014|
|Evenement||2014 Networking and Electronic Commerce Research Conference (NAEC 2014) - Trieste, Italy|
Duur: 21 aug 2014 → 24 aug 2014
|Conference||2014 Networking and Electronic Commerce Research Conference (NAEC 2014)|
|Periode||21/08/14 → 24/08/14|