What explains routinized online grocery shopping? A study of experienced shoppers
(A2024-118329)

AUTHORS

Niklas Eriksson, Arcada University of Applied Sciences; Minna Stenius, Arcada University of Applied Sciences

ABSTRACT

Online grocery shopping (OGS) became increasingly widespread among consumers worldwide during the Covid-19 pandemic. A challenge for e-grocers is to understand how the market will develop post pandemic, and to what extent, and in what ways, continued capital expenditure into developing the online platform is justifiable. A key component to understand better is how to retain existing online customers, especially those who are likely to continue with OGS. This survey study (n=412) investigated the underlying beliefs associated with routinized OGS among experienced online grocery shoppers in Finland. The survey was developed on the basis of a qualitative pre-study (n=14). The results suggest that the flexibility to synchronize meal planning and shopping, together with convenience, and a high sense of efficacy and control, are key factors associated with OGS developing into a routinized practice. Implications for retailers, limitations and further directions for research are presented.