Research background: The covid-19 pandemic has changed the consumers' shopping behavior forever because of lockdown. These restrictions affected brick-and-mortar stores the most, which had to close their business overnight. The only stores in Slovakia that could actively operate during the lockdown were groceries. Despite of this, their position in e-commerce sales was strengthened. This study is dedicated to the revealing of the drivers of groceries online shopping and relationships between them. Purpose of the article: The aim of the paper is to assess the relationships and effects of the individual drivers of online food consumer shopping behavior on the consumers' intention to the groceries online shopping. Methods: The methods of correlation analysis (Spearman ρ) were applied in order to define the relationships and effects of the drivers on the consumers‘intention to the groceries online shopping. The sample consisted of the 635 online shopping consumers and the research was conducted in Slovak republic reflecting the conditions of the local e-commerce market. Findings & Value added: The study represents a pilot study in the field of the groceries online shopping in the Slovak republic. The contribution of the pilot study lies on the identification of the drivers influences the consumers' intention to the groceries online shopping. The most significant drivers affecting the intention of groceries shopping online were online advertising, e-commerce and digital trust factors and sellers involvement in CSR activities.
Exploring Consumer Online Grocery Shopping Behavior Dynamics: Insights from the Slovak Republic
Tonino Pencarelli;
2023
Abstract
Research background: The covid-19 pandemic has changed the consumers' shopping behavior forever because of lockdown. These restrictions affected brick-and-mortar stores the most, which had to close their business overnight. The only stores in Slovakia that could actively operate during the lockdown were groceries. Despite of this, their position in e-commerce sales was strengthened. This study is dedicated to the revealing of the drivers of groceries online shopping and relationships between them. Purpose of the article: The aim of the paper is to assess the relationships and effects of the individual drivers of online food consumer shopping behavior on the consumers' intention to the groceries online shopping. Methods: The methods of correlation analysis (Spearman ρ) were applied in order to define the relationships and effects of the drivers on the consumers‘intention to the groceries online shopping. The sample consisted of the 635 online shopping consumers and the research was conducted in Slovak republic reflecting the conditions of the local e-commerce market. Findings & Value added: The study represents a pilot study in the field of the groceries online shopping in the Slovak republic. The contribution of the pilot study lies on the identification of the drivers influences the consumers' intention to the groceries online shopping. The most significant drivers affecting the intention of groceries shopping online were online advertising, e-commerce and digital trust factors and sellers involvement in CSR activities.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
