Online grocery shopping: the influence of situational factors

Abstract

PurposeThis paper seeks to understand the triggers which influence the adoption (and the discontinuation) of online grocery shopping. Specifically, the research aims to establish the role of situational factors in the process of adoption.Design/methodology/approachA two‐step research process is employed. First, exploratory qualitative research is carried out, with the purpose of gaining an in‐depth understanding of consumers' online grocery shopping behaviour. This is followed by a large‐scale quantitative survey extending the findings of the qualitative research and validating the role of situational factors in instigating the commencement (and discontinuation) of online grocery buying. Cluster analysis is used to segment consumers based on the importance of specific types of situations.FindingsBoth qualitative and quantitative results establish the importance of situational factors, such as having a baby or developing health problems, as triggers for starting to buy groceries online. Many shoppers are found to discontinue online grocery shopping once the initial trigger has disappeared or they have experienced a problem with the service.Practical implicationsWhile situational factors are beyond a marketer's control, they could be used as a basis for marketing communications content and target advertising, for instance, by using magazines directed at new parents.Originality/valueThe importance of situational factors as triggers for the adoption of online grocery shopping suggests an erratic adoption process, driven by circumstances rather than by a cognitive elaboration and decision. The adoption of online shopping seems to be contingent and may be discontinued when the initiating circumstances change.