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Understanding the role of situational factors on online grocery shopping among older adults

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  • Kvalsvik, Fifi

Abstract

This paper seeks to identify the situational factors that drive the adoption of online grocery shopping among older adults. A two-step research process is employed. First, exploratory qualitative research is carried out to identify situational factors that older adults take into account when deciding whether to buy groceries online. This is followed by a conjoint experiment to determine which situational factors are considered most important when making such a decision. The sample consisted of 9 participants in the in-depth individual interviews and 206 respondents in the conjoint experiment. The findings indicate that health, mobility issues, and distance to a store are the most important situational factors driving older adults to buy groceries online. Moreover, the findings confirm that the adoption of online grocery shopping among older adults is a result of a complex trade-off of situational variables. The findings contribute to managerial practice by providing online grocery retailers with insight that can be applied when designing promotional programs targeted at older adults.

Suggested Citation

  • Kvalsvik, Fifi, 2022. "Understanding the role of situational factors on online grocery shopping among older adults," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    • Handle: RePEc:eee:joreco:v:68:y:2022:i:c:s0969698922001023
    DOI: 10.1016/j.jretconser.2022.103009
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    2. Peng, Leiqing & Luo, Mengting & Guo, Yulang, 2023. "Deposit AI as the “invisible hand†to make the resale easier: A moderated mediation model," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    3. Simone Braun & Dunia Osman, 2024. "Online grocery shopping adoption versus non-adoption among the over-50s in Germany," Electronic Commerce Research, Springer, vol. 24(2), pages 825-862, June.
    4. Oyama, Yuki & Fukuda, Daisuke & Imura, Naoto & Nishinari, Katsuhiro, 2024. "Do people really want fast and precisely scheduled delivery? E-commerce customers' valuations of home delivery timing," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    5. Prencipe, Luigi Pio & Colovic, Aleksandra & Binetti, Mario & Ottomanelli, Michele, 2024. "Zero-emission vehicle adoption towards sustainable e-grocery last-mile delivery," Research in Transportation Economics, Elsevier, vol. 104(C).
    6. Paolo Franco, 2023. "Older consumers and technology: A critical systematic literature review," AMS Review, Springer;Academy of Marketing Science, vol. 13(1), pages 92-121, June.
    7. Chen, Di & Wang, Chunyan & Liu, Yi, 2023. "How household food shopping behaviors changed during COVID-19 lockdown period: Evidence from Beijing, China," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    8. Bir, Courtney & Jung, Jinho & Tao, Jingjing & Widmar, Nicole Olynk, 2023. "Online Grocery Shopping Practices and Intentions Shaped by Pandemic-era Experiences," Journal of Food Distribution Research, Food Distribution Research Society, vol. 54(03), November.
    9. Pettigrew, Simone & Booth, Leon & Farrar, Victoria & Brown, Prof Julie & Godic, Branislava & Thompson, Jason, 2024. "An emerging food policy domain: The effects of autonomous transport technologies on food access and consumption," Food Policy, Elsevier, vol. 125(C).
    10. Jiahe Chen & Yu-Wei Chang, 2023. "How smart technology empowers consumers in smart retail stores? The perspective of technology readiness and situational factors," Electronic Markets, Springer;IIM University of St. Gallen, vol. 33(1), pages 1-24, December.

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