KLEPEK, Martin a Radka BAUEROVÁ. Why do retail customers hesitate for shopping grocery online? Technological and Economic Development of Economy. roč. 26, č. 6, s. 1444-1462. ISSN 2029-4913. doi:10.3846/tede.2020.13970. 2020.
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Základní údaje
Originální název Why do retail customers hesitate for shopping grocery online?
Autoři KLEPEK, Martin (203 Česká republika, domácí) a Radka BAUEROVÁ (203 Česká republika, domácí).
Vydání Technological and Economic Development of Economy, 2020, 2029-4913.
Další údaje
Originální jazyk angličtina
Typ výsledku Článek v odborném periodiku
Obor 50204 Business and management
Stát vydavatele Litva
Utajení není předmětem státního či obchodního tajemství
WWW URL
Kód RIV RIV/47813059:19520/20:A0000165
Organizační jednotka Obchodně podnikatelská fakulta v Karviné
Doi http://dx.doi.org/10.3846/tede.2020.13970
UT WoS 000596389400014
Klíčová slova anglicky consumer behaviour; e-tail; e-commerce; marketing; online grocery shopping; online groceries; retail.
Změnil Změnil: doc. Ing. Martin Klepek, Ph.D., učo 21606. Změněno: 6. 1. 2021 11:32.
Anotace
Considering a relatively slow adoption of online grocery shopping in the vast majority of the world markets, the main objective of this study was to uncover any new reasons why customers hesitate to shop groceries online. Moreover, we were not looking for undiscovered discouraging reasons only but also intended to validate previously researched reasons in published studies. Thus, we have first used a systematic literature review to cover all relevant previous studies on online grocery non-buyers. Even though this process is time-consuming, it provides a coherent overview of the published material on the topic. Further, we designed a web-based survey of 670 respondents from the general internet population. The data in open-ended questions related to online grocery attitudes and opinions were analysed by the content analysis. 14 thematic units emerged from the process from which the majority confirmed previously researched negative attitudes toward online grocery shopping. Non-buyers prefer to see grocery in person before buying it, there is a distrust in e-tailers to choose the best and freshest grocery, non-buyers prefer personal contact with the seller and behave habitually. Moreover, they tend to shop offline also because of hedonic reasons and pleasure from the shopping experience. Novel reasons why people hesitate to shop online in this category were the time consumption where consumers perceived online shopping slow regarding order-delivery time gap and were reluctant to pay for the delivery service, to mention just a few. We conclude with a summary of our results and a handful of recommendation for e-tail companies.
VytisknoutZobrazeno: 28. 3. 2024 13:05