ABSTRACT
Online grocery shopping has become increasingly popular in many countries due to Covid‐19. Although there is plenty of research on consumer adoption and use of online grocery shopping, only a few studies focus on understanding the underlying beliefs of experienced buyers. Using the Theory of Planned Behaviour and following its recommendations, the present study set out to explore the actual beliefs that underlie attitudes, subjective norms and perceived behavioural control to buy groceries online among those who have been doing it regularly for a longer time. A structured qualitative approach, in this case an elicitation study, was applied to uncover the shared ideas, modal salient beliefs, among a group of experienced buyers (n = 14). The study found that time‐saving and convenience, which for many meant avoiding the discomfort of in‐store shopping, combined with assisted meal planning and simultaneous ordering were considered important for experienced online shoppers. This suggests that further assistance in the planning to order process may be welcome, including more proactive prompts and suggestions. The quality of perishable goods was still a concern after months of online shopping, along with a limited product range, which for some had meant less variation in meals. Suboptimal user interface and delivery‐related inflexibility caused some concern. Retailers in the grocery business stand before major capital expenditure if they wish to expand their online offerings and services. The study at hand provides valuable initial insight into what drives consumer behaviour in this respect.
ABSTRACT
Online grocery shopping has become increasingly popular in many countries due to Covid-19. Although there is plenty of research on consumer adoption and use of online grocery shopping, only a few studies focus on understanding the underlying beliefs of experienced buyers. Using the Theory of Planned Behaviour and following its recommendations, the present study set out to explore the actual beliefs that underlie attitudes, subjective norms and perceived behavioural control to buy groceries online among those who have been doing it regularly for a longer time. A structured qualitative approach, in this case an elicitation study, was applied to uncover the shared ideas, modal salient beliefs, among a group of experienced buyers (n = 14). The study found that time-saving and convenience, which for many meant avoiding the discomfort of in-store shopping, combined with assisted meal planning and simultaneous ordering were considered important for experienced online shoppers. This suggests that further assistance in the planning to order process may be welcome, including more proactive prompts and suggestions. The quality of perishable goods was still a concern after months of online shopping, along with a limited product range, which for some had meant less variation in meals. Suboptimal user interface and delivery-related inflexibility caused some concern. Retailers in the grocery business stand before major capital expenditure if they wish to expand their online offerings and services. The study at hand provides valuable initial insight into what drives consumer behaviour in this respect. © 2022 John Wiley & Sons Ltd.
ABSTRACT
BACKGROUND: Participating in voluntary exercise training is important to meet occupational requirements as well as firefighters' health and safety. The purpose of this study is to identify salient beliefs associated with voluntary exercise training among firefighters in the pandemic era by comparing outcomes with those from a previous elicitation study, which was carried out before the COVID-19 outbreak. METHODS: A total of 57 firefighters are recruited to participate in an elicitation study. Participants are requested to respond to six open-ended questions related to voluntary exercise training. Content analysis is used to create categories that combine similar factors in each belief. Beliefs mentioned by more than 30% of participants are used for comparison with the results of the previous research. RESULTS: "Improves my physical ability" (n = 44) and "cause injury" (n = 17) are identified as behavioral beliefs in the present study, whereas "makes me tired" and "takes too much time" were also elicited in Lee's study. Normative beliefs are "family members" (n = 45) and "colleagues" (n = 27) and these results are consistent with those in Lee's study. "Lack of time" (n = 28), "exercise facilities" (n = 19), and "COVID-19" (n = 19) are elicited as control beliefs in the present study, whereas "physical condition" (n = 21) and "exercise partners" (n = 14) were elicited as other control beliefs, and "COVID-19" was not mentioned in Lee's study. CONCLUSION: This study can contribute valuable information about salient beliefs associated with exercise training behavior among firefighters, particularly under pandemic conditions. Future researchers should develop tailored exercise training programs for firefighters based on current elicited beliefs.