49 different motives, such as utilitarian or hedonic, when shopping online (Cervellon, Sylvie, & Ngobo, 2015; Souitaris & Balabanis, 2007). Yet, these studies were not based on a representative sample of consumers who in fact shop online for groceries and leave room for a more refined investigation of heterogeneous adoption of online grocery shopping as an innovation. The present study aims to overcome this limitation by identifying predictors of online grocery shopping using a representative sample of online shoppers along with a more nuanced classification of consumers’ shopping behavior in comparison to previous research. The results from our online survey show that about one quarter of the population have previously purchased groceries online and suggest major potential for the better differentiation in the grocery retail landscape online. As such, the data reveal three segments of online grocery adopters that can be individually targeted based on differences in consumer preference for price, convenience and service. Based on these insights, online retailers are advised to focus on (a) the price and assortment, (b) the mere convenience, or (c) the service to ease transition between online and offline purchases at the same chain. In addition, to attract more consumers by their online channel, retailers should focus on the perceived social norm, for example, through social media campaigns and continue to highlight the compatibility of online and offline shopping. Sumber: Frank and Peschel (2020)
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