No abstract

Taking a hierarchical value‐attitude‐behaviour approach, this study empirically tests relations of consumer personal values, attitude, social norm, perceived behavioural control (PBC) and willingness to buy groceries online. The study distinguishes three groups of consumers: consumers who have not yet bought anything on the Internet; consumers who have bought something on the Internet – but not groceries; and consumers who have bought something on the Internet – including groceries. Data were collected from an online survey of Swedish consumers (n = 1058) using self‐administered questionnaires. The findings suggest that consumers may link personal values to attitude towards online grocery buying – but also that this relation may be moderated by whether the consumer previously has carried out an online purchase or an online grocery purchase.

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PurposeTo empirically investigate whether consumers who have adopted online grocery buying perceive this way of shopping differently from other online consumers.Design/methodology/approachThe data presented in this study were collected from an online (web‐based) survey of US consumers using self‐administered questionnaires. Data from 784 US online consumers are analyzed.FindingsMultiple discriminant results suggest that online grocery shopping adopters attach higher compatibility, higher relative advantage, more positive social norms, and lower complexity to internet grocery shopping both compared with consumers who have never bought anything on the internet yet and also compared with consumers who have purchased goods/services on the internet but not groceries. The results also suggest that online grocery shopping adopters have higher household incomes than non‐adopters.Research limitations/implicationsThis research used a single respondent as a household representative. Since grocery buying concerns the entire household, this procedure assumes that the selected respondent provides answers which are representative of the household's opinion.Practical implicationsProvides practical advice to online retail managers on how to attract different consumer online grocery segments.Originality/valueThis paper investigates both experienced and inexperienced online grocery consumers. Thereby the paper adds to the understanding on how different groups of online consumers perceive characteristics of the online grocery channel.

PurposeThis paper seeks to investigate shopping orientation and online clothing purchases across four different gender‐related purchasing contexts. A conceptual model for understanding the impact of shopping orientation on consumer online clothing purchase is proposed and tested both in a general setting and across purchasing contexts.Design/methodology/approachQuestionnaires were distributed to 1,150 Danish household addresses by use of the “drop‐off‐call‐back” survey method. A total of 441 households returned usable responses from either one or both adults in the household. Most adults provided responses with respect to purchasing clothing for themselves and for their partner, making a total of 906 cases distributed across the four purchasing contexts. T‐tests and linear structural equation modelling were utilised to investigate expectations and hypotheses.FindingsThe results support the expected differences in men's and women's shopping orientations and willingness to purchase clothing online. On average, consumers indicate that reduced difficulty in selecting items is sorely needed when purchasing clothing online. However, when evaluated across different purchasing situations, perceived difficulty in selecting items is an important action barrier only for women. Less fun significantly affected online clothing purchases for men purchasing clothing for themselves, but not for women doing the same.Research limitations/implicationsFuture research may seek to verify the proposed conceptual model using a range of specific clothing items across different purchasing situations. Future research may also expand the model by suggesting other influencing factors on consumers' online clothing purchasing.Practical implicationsIn order to attract more men, online clothing retailers should improve perceived online fun, whereas difficulty in selecting items should be reduced in order to attract more women.Originality/valueThe study is unique in the sense that it investigates online clothing behaviour across four different gender‐related purchasing contexts.