What information do consumers consider, and how do they look for it, when shopping for groceries online?

BENN, Yael, WEBB, Thomas L., CHANG, Betty P.I. and REIDY, John (2015). What information do consumers consider, and how do they look for it, when shopping for groceries online? Appetite, 89, 265-273.

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Official URL: http://dx.doi.org/10.1016/j.appet.2015.01.025
Link to published version:: 10.1016/j.appet.2015.01.025

Abstract

Previous research investigating what information shoppers seek when purchasing groceries has used either lab-experiments or observed shoppers in supermarkets. The present research investigates this question in a relatively naturalistic online-grocery environment. Forty participants completed their weekly shopping online while their eye-movements were recorded. Ten of the participants were subsequently interviewed to gain insight into their information seeking behaviour. We found that, when looking for products, 95% of participants navigated through the 'virtual departments', 80% used the 'search' facility, and 68% browsed the special offer pages. Once on the product pages, participants tended to look at the pictures of products, rather than examine detailed product information. To explain these findings, we suggest that online grocery sites simulate familiar supermarket environments, which may explain why consumers prefer to browse categories of products rather than use search terms. We also suggest that additional strategies are needed if consumers are to be encouraged to view detailed product information.

Item Type: Article
Research Institute, Centre or Group: Psychology Research Group
Identification Number: 10.1016/j.appet.2015.01.025
Depositing User: Hilary Ridgway
Date Deposited: 26 Mar 2015 10:08
Last Modified: 30 Jun 2015 09:44
URI: http://shura.shu.ac.uk/id/eprint/9572

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