ABSTRACT
In this study, we employ a choice experiment to analyze New York City residents' preferences for online grocery shopping at the beginning of the COVID-19 pandemic. We employ a latent class specification to identify three market segments and estimate consumers' willingness to pay for a variety of attributes of online grocery services related to the quality of the stock, delivery characteristics, and the cost of the online order. We characterize consumers in each segment by their observed characteristics as well as fear-related latent variables. On the one hand, we find that individuals who are actively protecting themselves against COVID-19 have a higher willingness to pay for almost all attributes. On the other hand, consumers who avoid crowds have a lower willingness to pay, but they assign relatively higher importance to no-contact delivery.
ABSTRACT
This study aims to understand the mechanisms of consumers' online grocery shopping (OGS) acceptance in the current COVID-19 pandemic. Through this perspective, an extended technology acceptance model is employed by including the fear of COVID-19 factor to reveal the extent of the Turkish consumers' acceptance of OGS. We have tested the proposed research model on 455 survey participants living in various cities of Turkey. Structural equation modeling is employed to test the eleven research hypotheses. The results indicate that perceived ease of use, perceived usefulness, and attitude are valid predictors of OGS acceptance. Besides, the fear of COVID-19 negatively moderates these relationships. By revealing these empirical results, this study provides some useful insights into our understanding of the acceptance mechanisms of OGS processes in a pandemic situation. We hope to pinpoint the underlying reasons for the vast expansion of OGS among Turkish customers in pandemic times. © 2022 The authors.
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
COVID-19 pandemic resulted in upsurge of online shopping and especially convenience goods. Online grocery companies witnessed tremendous increase in their customer base during that period. It is important for e-retailers and marketers to understand what different factors influenced the intention of customers to do online shopping from specific online shopping sites during pandemic. This study investigates the influence of Health Risk and Pre-Purchase Trust on Online Grocery Shopping during COVID-19 pandemic. Primary data is used for the study collected through online survey conducted during the period of July 2020 to October 2020 from 260 online customers in the Punjab region of India. It is found that during COVID-19 pandemic, health risk and pre-purchase trust are the most important factors that influence the purchase intention of customers for grocery shopping on the Online platform. The results of the study provide implications with factors, applications, and the opportunities that can be useful for supply chain and online retailers of grocery items for attracting more and more customers. © 2022 IEEE.
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How online grocery shopping behaviors differ among Asian American (AA) ethnic subgroups and acculturation level is unknown. From June 9-15, 2020, we administered an online survey to a nationally-derived nonprobability sample of 2,895 AA adults, including 1,737 East, 570 South, and 587 Southeast Asian adults, assessing online grocery shopping (yes/no, frequency, reasons). We used logistic regression to compare responses by subgroup and acculturation score, controlling for sociodemographics. Thirty-percent of participants reported shopping online for groceries in a typical month, with a higher percentage among South (45%) versus East Asian adults (23%). Participants with low (vs. high) acculturation scores were more likely to report a lack of special foods (OR = 0.7; 95% CI: 0.5-0.98) and poor food quality (OR = 0.6; 95% CI: 0.4-0.7) as preventing them from shopping online. Online grocery shopping has the capacity to address inequities in health, potentially via culturally-tailored programs designed for less-acculturated AA adults.
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The objective of this study was to explore perceptions of online grocery shopping and the online United States Department of Agriculture's (USDA) Supplemental Nutrition Assistance Program (SNAP) Electronic Benefit Transfer card (EBT) program among Head Start caregivers. Three focus groups were conducted between December 2019 and January 2020. Most participants hadn't tried online grocery shopping. Concerns included others choosing perishables, receiving wrong items, and inappropriate substitutes. Perceived benefits included saving time, preventing impulse buys, and eating healthier. Results have broad applicability in the current COVID-19 pandemic where online grocery shopping and the online SNAP EBT program have rapidly expanded across the United States.
Subject(s)
COVID-19 , Caregivers , Commerce , Food Assistance , Food Supply , Internet , Humans , COVID-19/epidemiology , Pandemics , Poverty , United States , Supermarkets , Early Intervention, Educational , Focus GroupsABSTRACT
People express opinions, make connections, and disseminate information on social media platforms. We considered grocery-related tweets as a proxy for grocery shopping behaviors or intentions. We collected data from January 2019 to January 2022, representing three typical times of the normal period before the COVID-19 pandemic, the outbreak period, and the widespread period. We obtained grocery-related geotagged tweets using a search term index based on the top 10 grocery chains in the US and compiled Google Trends online grocery shopping data. We performed a topic modeling analysis using the Latent Dirichlet Allocation (LDA), and verified that most of the collected tweets were related to grocery-shopping demands or experiences. Temporal and geographical analyses were applied to investigate when and where people talked more about groceries, and how COVID-19 affected them. The results show that the pandemic has been gradually changing people's daily shopping concerns and behaviors, which have become more spread throughout the week since the pandemic began. Under the causal impact of COVID-19, people first experienced panic buying groceries followed by pandemic fatigue a year later. The normalized tweet counts show a decrease of 40% since the pandemic began, and the negative causal effect can be considered statistically significant (p-value = 0.001). The variation in the quantity of grocery-related tweets also reflects geographic diversity in grocery concerns. We found that people in non-farm areas with less population and relatively lower levels of educational attainment tend to act more sensitively to the evolution of the pandemic. Utilizing the COVID-19 death cases and consumer price index (CPI) for food at home as background information, we proposed an understanding of the pandemic's impact on online grocery shopping by assembling, geovisualizing, and analyzing the evolution of online grocery behaviors and discussion on social media before and during the pandemic.
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Purpose: Last mile distribution is a crucial element of any supply chain network, and its complexity has challenged established practices and frameworks in the management literature. This is particularly evident when demand surges, as with recent lockdowns due to the COVID-19 pandemic and subsequent demand for home delivery services. Given the importance of this critical component, this study recommends horizontal collaboration as a possible solution for retailers seeking to improve the quality of their services. Design/methodology/approach: This study investigates whether horizontal collaboration should be considered as an option for faster and greener distribution of groceries ordered online. Using the United Kingdom and Greek grocery markets that differ in terms of online grocery penetration, distribution network structure and delivery times, the study discusses how the effectiveness of pooling resources can create positive spillover effects for consumers, businesses and society. Findings: Despite their differences, both markets indicate the need for horizontal collaboration in the highly topical issue of last mile delivery. Originality/value: Taking a theoretical and practical view in cases of disruption and constant pressure in last mile distribution, horizontal collaboration supports retailers to coordinate routes, increase fleet and vehicle utilisation, reduce traffic and carbon emissions while improving customer satisfaction. © 2022, Emerald Publishing Limited.
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The evolution of online shopping started when big players like Amazon began selling all types of merchandise. Customers understood the ease of shopping online, so the trend grew even stronger. It is therefore essential to conduct a study of online shopping usage and the perception of customers during COVID-19, especially in the grocery sector. In this study, approximately 28 respondents from 50 specifically targeted groups were surveyed, and data collection was undertaken through a structured questionnaire. The regression method was conducted to analyze the collected data. Additionally, 5 interviews were conducted to validate and support the findings. Customers definitely preferred online grocery shopping (OGS) services during COVID-19 due to safety, convenience, and government restrictions. The influential factors were very important in this case, like delivery times, good discounts, and the quality of products. Secondly, OGS services were more stable and alert during the pandemic situation, following the government's rules and restrictions. Customers were extremely satisfied with the safety precautions during COVID-19, the assistance provided through helplines for support, and the increased customer reach to make groceries as accessible as other reputable online departments.
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During the COVID-19 pandemic, U.S. food assistance programs allowed the use of program benefits to order groceries online. We examined relationships between the food environment, food assistance, online grocery ordering, and diet quality among adults from one low-income, low food access community in Northeastern Connecticut during the pandemic. Via online survey, adults (n = 276) reported their perceived home and store food environments, food assistance participation, whether they ordered groceries online, and consumption frequency and liking of foods/beverages to calculate diet quality indices. Those who ordered groceries online (44.6%) were more likely to participate in food assistance programs and report greater diet quality. Perceived healthiness of store and home food environments was variable, with the ease of obtaining and selecting unhealthy foods in the neighborhood significantly greater than healthy foods. Healthier perceived home food environments were associated with significantly higher diet qualities, especially among individuals who participated in multiple food assistance programs. Ordering groceries online interacted with multiple measures of the food environment to influence diet quality. Generally, the poorest diet quality was observed among individuals who perceived their store and home food environments as least healthy and who did not order groceries online. Thus, ordering groceries online may support higher diet quality among adults who can use their food assistance for purchasing groceries online and who live in low-income, low-access food environments.
Subject(s)
COVID-19 , Food Assistance , Adult , Humans , Pandemics , Diet , Food , Poverty , Food SupplyABSTRACT
Purpose: The COVID-19 pandemic has brought about several changes in the regular life of consumers. One such field is eGrocery, where a surge in online grocery orders were seen when the nation was on lockdown. The purpose of this study is to study the impact of COVID-19 on eGrocery and to find a relation between consumer's demographic characteristics and the satisfaction level of ordering groceries online. Design/methodology/approach: The author has conducted primary research by doing a survey online. One hundred sixty diverse responses were received, which were further analyzed using SPSS software and visually represented through Tableau. Findings: The paper finds that demographic variables, especially gender and age, affect consumers' behavior while making online grocery purchases. Findings also reveal there is a difference among the five recognized attributes, Convenient Delivery Slots, Better Deals/Discounts, Cash free transactions, Return policy, and social distancing, before and during the lockdown. We also find that respondents leaned towards brick and mortar stores for their grocery shopping before the outbreak and more towards eGrocery platforms such as BigBasket (45%), Zomato (25%) during the pandemic. Originality/value: The main contribution of this paper is to analyze the behavior of consumers during the pandemic of 2020. Currently, not many relevant papers are there for reference. This paper can serve as a reference for the students who opt for a similar topic, want to study, and write on the COVID-19 outbreak.
ABSTRACT
: The economic access to food is a very sensitive topic and serves as one of the significant criteria for the standard of living of the population, especially during periods of crisis. In this regard, assessing the impact of the COVID-19 pandemic on the food market is of particular interest, especially in border regions, where dependence on imported food is usually significant (in the case of competitive prices) and cross-border shopping trips are typical for consumer behavior. The aim of the study was to identify changes in the economic access to food during the COVID-19 pandemic in a Russian exclave, that is, Kaliningrad oblast. It is characterized by particular vulnerability to crises, low food self-sufficiency and systemic problems in the labor market. The results of the study are based on an analysis of statistical indicators that assess the standard of living of the population and food prices in 2020–2021, as well as the results of a mass survey of the population conducted by the authors in September 2021. The study showed that the impact of the COVID-19 pandemic on the reduction of the economic food availability is expressed in the traditional problems of falling incomes and rising food prices in times of crisis. The most affected groups of the population are low-income residents of the region, including the unemployed, pensioners, and low-skilled workers with a primary or secondary education. The deterioration of their financial situation against the backdrop of outpacing the country's average inflation rate in the region affects the almost two-fold increase in the proportion of residents of the region (up to 64%) whose food expenditures accounted for more than 40% of income. In the gradients of changes in the economic access to food at the local level, the influence of not only the center-periphery disproportions, but also the factor of the border location has been noted. It defines the periphery of the border municipalities in terms of the standard of living of the population, on the one hand, and a higher level of involvement in foreign economic interaction with neighboring states, on the other. Such features lead to more negative manifestations of the decrease in the economic access to food in municipalities located along the border with Poland. © 2022, Pleiades Publishing, Ltd.
ABSTRACT
The COVID-19 pandemic is changing future trends in retailing and e-commerce immensely. Recent research revealed a considerable increase in online grocery shopping (OGS) since the COVID-19 pandemic started. In addition, current statistics indicate a steady increase in OGS over the coming years. Despite this, less is known about whether consumers' behavior is evolving to a 'new normal' or returning to 'old habits' after pandemic restrictions are withdrawn. To address this research gap, we operationalize and empirically analyze offline and online purchasing behavior before, during, and after pandemic restrictions. To this end, we use an extensive household panel dataset of 17,766 households reporting their purchases before, during and after the first lockdown in Germany in 2020. Our findings on offline purchase patterns show that while more than 10% of the consumers avoided brick-and-mortar retail during the lockdown, almost all of them returned afterwards. Looking at online purchase patterns, we find high volatility in OGS for both separate and combined purchase patterns. The combined analysis of purchase patterns (online and offline), reveal that households that avoided brick-and-mortar stores during the lockdown did not switch (completely) to the online channel. Based on our findings that consumers are still in reach of brick-and-mortar retailers we suggest offline retailers act now to retain their customers, e.g., by offering competitive benefits in their stores. OGS operators should urgently analyze the customer churn revealed in this analysis and derive measures to retain them. They do not seem to have succeeded in retaining their customers and keeping them loyal to the online channel during the entire observation period. Even worse, they also failed to convince consumers to use OGS who stayed at home due to the lockdown. The fact that a total of 96.75% of the observed consumers did not practice OGS at all shows that OGS in Germany was in 2020 still in its infancy. However, as current statistics forecast a further substantial increase in OGS over the coming years, our results are increasingly relevant for brand managers, brick-and-mortar retailers and OGS providers in Germany and beyond.
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Adoption of online shopping for groceries has remained low compared to other retail domains but has accelerated due to the long-term impact of COVID-19. This study aims to assess the psychological factors that influence consumers' actual online grocery purchases under the new normal by combining purchase panel data and survey data. This study confirms that online grocery purchase amount is affected by traditional utilitarian channel choice factors including perceived risk, search cost, price-consciousness, and quality-consciousness. In addition, under the new normal, the results reveal that staying at home (especially during weekdays) and having more time leads consumers to purchase more online. Further, consumers with higher anxiety about COVID-19 are more likely to purchase online. The insights from this paper help retailers and marketers develop customer strategies. © 2023, The Author(s), under exclusive license to Springer Nature Switzerland AG.
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FinTech has not only become a buzzword but also brought several business opportunities in the financial world, with the potential to increase financial inclusion, enhance people's daily lives, and spur growth. The issue of online buyers' knowledge about FinTech adoption has emerged from the rapid trend of digital technology in Kathmandu Valley. It also suggests that demographic variables (age and gender) and digital activity (internet experience and level of awareness) mitigate the major correlations. This paper aims to understand online grocery buyers' prior knowledge imprint in FinTech adoption during COVID-19 lockdowns. An exploratory research design was adopted, and data were collected through structured questionnaires using both descriptive and inferential statistics with the help of structural equation modeling. We find that the most respondents are aged twenty-one to forty, showing that most youth are attracted to technological innovation in FinTech (e-commerce and e-banking). We find that two-thirds of online buyers in Kathmandu Valley are facing the challenge of FinTech adoption due to slow internet and lack of awareness about its applications. The structural equation modeling shows that six out of eight constructs are fit and validated with the model. Attitude has a significant effect on actual purchases, whereas trust does not play a partial mediating role between dependent and independent variables. The internet as a digital marketplace has become an important part of marketing strategy and customer relationship management. Thus, internet issues should be solved immediately with stable connections by internet service providers.
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.
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Online grocery shopping has expanded rapidly in the U.S., yet little is known about the retailer's perceptions of online grocery services, which can aid in the expansion of services. Furthermore, many barriers to online grocery utilization persist across geographic areas, especially among Supplemental Nutrition Assistance Program (SNAP)-authorized retailers. This study captured perceived barriers and facilitators of online grocery shopping for managers of SNAP-authorized retailers. Qualitative semi-structured interviews were conducted with managers (n = 23) of grocery stores/supermarkets in urban and rural areas across four different states: TN, KY, NC, and NY. Grocery store managers offering online ordering (n = 15) and managers from brick-and-mortar stores without online services (n = 8) participated in the interviews. Three primary themes emerged among managers offering online ordering: (1) order fulfillment challenges, (2) perceived customer barriers, and (3) perceived customer benefits. Among managers at brick-and-mortar locations without online services, four major themes emerged: (1) thoughts on implementing online shopping, (2) COVID-19 pandemic impacts, (3) competition with other stores, and (4) benefits of maintaining brick-and-mortar shopping. This study provides a deeper understanding of retailers' experience and perceptions of online grocery services among stores authorized to accept SNAP benefits. This perspective is necessary to inform policies and enhance the evolving virtual food marketplace for SNAP customers.
Subject(s)
COVID-19 , Food Assistance , Commerce , Food Supply , Humans , Pandemics , SupermarketsABSTRACT
Online Grocery Shopping (OGS) has grown dramatically during the COVID-19 pandemic. It is unknown, however, how consumers weighed pandemic situational factors versus household production considerations of timesaving and cost. We collect and analyze survey data from a nationally representative sample to examine how consumers with different health and socio-demographic profiles consider these factors for OGS choices and how their choices changed in the first seven months of the pandemic. We find that consumers with moderate-to-high income, white, having insurance, and not in the labor force value the timesaving and convenience of OGS more than pandemic situational factors. Still, some consumers with health risks choose to shop in person because of the cost of OGS. Lung disease, diabetes, mental health conditions, age, income, and college degree explain the dynamics of OGS choice as the pandemic evolved. Our findings shed light on the development of technology-assisted adaptation to future public health emergencies.
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During the last years, the retail industry has changed enormously due to the ongoing digitalization, accelerated also by the coronavirus disease in 2019. The aim of this study is to provide an overview of the emerging trends in grocery retailing in Italy and to investigate the key aspects of a new e-grocer player represented by online grocery delivery service start-ups. An explorative qualitative research design was carried out through semi-structured interviews with marketing managers to identify the main challenges currently faced by grocery retailers, then a case study of a grocery delivery start-up (Gorillas) was carried out to understand its business model and current role within the grocery retail landscape. The preliminary findings highlighted as main trends characterizing grocery retailing: an e-commerce spread, new consumption habits based on digital skills, convenience, and last-minute needs. All these trends are at the basis of the online grocery delivery service that is developing quickly in Europe and also in Italy. © 2022, The Author(s), under exclusive license to Springer Nature Switzerland AG.
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The globalization trend during the Covid-19 pandemic showed that there are more consumers willing to shop online than visit physical stores. The purpose of this study is to investigate the influence of convenience, service quality, and social factors on consumer online grocery shopping behavior in Singapore during the Covid-19 pandemic. Data were collected from 153 respondents in Singapore via a survey, which was distributed through an online platform. A cross sectional study was applied, and the research instruments used were adapted from several past studies. Research hypotheses were analyzed using partial least squares structural equation modeling (PLS-SEM). The results indicate that convenience (β = 0.360, t = 4.063, p < 0.01) and service quality (β = 0.416, t = 5.495, p < 0.01) significantly influence consumer online grocery shopping. However, social factors (β = 0.042, t = 0.490, p > 0.05) have no significant influence on consumer online grocery shopping. With the help of the Theory of Planned Behavior, the present study has provided support for previous studies as well as clarified the roles played by convenience, service quality, social factors in consumer online grocery shopping behavior in Singapore. © 2022 Conscientia Beam. All Rights Reserved.