Abstract
| Original language | English |
|---|---|
| Pages (from-to) | 235-245 |
| Journal | Electronic Markets |
| Volume | 15 |
| Issue number | 3 |
| Publication status | Published - 2005 |
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Distance to Market: Propinquity across In-store and Online Food Retailing. / Robertson, G.; Murphy, Jamie; Purchase, Sharon.
In: Electronic Markets, Vol. 15, No. 3, 2005, p. 235-245.Research output: Contribution to journal › Article
TY - JOUR
T1 - Distance to Market: Propinquity across In-store and Online Food Retailing
AU - Robertson, G.
AU - Murphy, Jamie
AU - Purchase, Sharon
PY - 2005
Y1 - 2005
N2 - This qualitative research examines propinquityacross two grocery shopping situations– real (in-store) and virtual (online).Examining how the same consumers shopfor the same or similar commodities providesquasi-experimental conditions toexamine differences in shopping behaviour.Convergent interviews with 15 respondentsidentified that consumer reasons – expectationsof convenience, trust and satisfaction– for choosing online over in-store shoppingfall into three categories of propinquity:physical, temporal and relational. The mainreason consumers chose online shoppingwas convenience, to save time. To maximizetrust and satisfaction, consumers seldomchanged brand in online grocery shoppingsituations. The analysis also identified fourdistinct online shopper types – occasional,nasties, speciality and dependent – basedon perceptions of convenience and trustand satisfaction associated with virtualsituations.
AB - This qualitative research examines propinquityacross two grocery shopping situations– real (in-store) and virtual (online).Examining how the same consumers shopfor the same or similar commodities providesquasi-experimental conditions toexamine differences in shopping behaviour.Convergent interviews with 15 respondentsidentified that consumer reasons – expectationsof convenience, trust and satisfaction– for choosing online over in-store shoppingfall into three categories of propinquity:physical, temporal and relational. The mainreason consumers chose online shoppingwas convenience, to save time. To maximizetrust and satisfaction, consumers seldomchanged brand in online grocery shoppingsituations. The analysis also identified fourdistinct online shopper types – occasional,nasties, speciality and dependent – basedon perceptions of convenience and trustand satisfaction associated with virtualsituations.
M3 - Article
VL - 15
SP - 235
EP - 245
JO - Electronic Markets
JF - Electronic Markets
SN - 1019-6781
IS - 3
ER -