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Factors Influencing Consumers’ Online Grocery Shopping Under the New Normal

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Software Engineering, Artificial Intelligence, Networking and Parallel/Distributed Computing (SNPD 2022)

Part of the book series: Studies in Computational Intelligence ((SCI,volume 1074))

Abstract

Adoption of online shopping for groceries has remained low compared to other retail domains but has accelerated due to the long-term impact of COVID-19. This study aims to assess the psychological factors that influence consumers’ actual online grocery purchases under the new normal by combining purchase panel data and survey data. This study confirms that online grocery purchase amount is affected by traditional utilitarian channel choice factors including perceived risk, search cost, price-consciousness, and quality-consciousness. In addition, under the new normal, the results reveal that staying at home (especially during weekdays) and having more time leads consumers to purchase more online. Further, consumers with higher anxiety about COVID-19 are more likely to purchase online. The insights from this paper help retailers and marketers develop customer strategies.

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Acknowledgements

We appreciate INTAGE Inc. for permission to use the dataset.

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Authors and Affiliations

  1. Faculty of Economics, Meiji Gakuin University, Tokyo, Japan

    Satoshi Nakano

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  1. Satoshi Nakano
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Correspondence to Satoshi Nakano .

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Editors and Affiliations

  1. Software Engineering and Information Technology Institute, Central Michigan University, Mt. Pleasant, MI, USA

    Roger Lee

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Nakano, S. (2023). Factors Influencing Consumers’ Online Grocery Shopping Under the New Normal. In: Lee, R. (eds) Software Engineering, Artificial Intelligence, Networking and Parallel/Distributed Computing. SNPD 2022. Studies in Computational Intelligence, vol 1074. Springer, Cham. https://doi.org/10.1007/978-3-031-19604-1_5

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