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Publication
Challenges on the path to regular online shopping: e-grocery sector - UK
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Abstract(s)
This paper attempts to uncover significant economic and non-economic demand-side variables, which are driving and
hindering B2C (Business to Consumer) e-commerce learning. It investigates the perceptions of individual customers on
the path towards a specific regular type of online-buying: E-Grocery shopping (EGS).
The analysis and result display is based on an e-customer learning framework, consisting of clear crucial steps arranged
in a tree decision format which illustrate decisions faced by customers as they evolve from non-Internet user to regular Egrocery
shopper. This framework was applied via mail survey to a sample of 2036 households in England.
Results (through regression and mean testing) are pointing at two critical barriers on the path to E-grocery:
· One network specific: National Digital Divide creating an important cost for potential users.
· One sector specific: E-grocery is a sector plagued by non-friendly sites together with deficient logistics.
With this cost structure, the niche market for e-grocers seems to be a reality, confirming Pfeffers [3] view. Income proves
to be a key variable behind e-shopping learning, generating a very high and cumulative premium tag on e-grocery. Also
interesting, is the fact that grocery shopping still preserves its feminine connotation online.
Description
Keywords
E-Grocery E-commerce Income Learning Niche market
Citation
International Conference WWW/Internet, Algarve, Portugal 5-8 November, 2003 - Proceedings of the IADIS International Conference on WWW/Internet, 2003 ISBN (Book): 972-98947-1-X