Online Grocery Shopping has the potential to fulfill both needs, establishing itself as a valuable service to maximize both utilities. Focusing on consumers’ inclinations, hopping convenience has been proven as the main underlying motive to adopt online purchasing. As consumers allocate less time to shopping and more to other endeavors, their desire for convenience is growing, diverting them to Online Grocery Shopping as a convenient, time and effort-saving alternative
Iuffmann Ghezzi, A., Fornari, E., Menegatti, M., Convenience drivers of sales share expansion in online grocery retailing, in 8th Colloquium on European Research in Retailing (CERR). Book of proceedings, (Portsmouth, UK, 22-23 June 2023), University of Portsmouth, Portsmouth, UK 2023:2023 116-122 [https://hdl.handle.net/10807/272358]
Convenience drivers of sales share expansion in online grocery retailing
Iuffmann Ghezzi, Alessandro
;Fornari, Edoardo;
2023
Abstract
Online Grocery Shopping has the potential to fulfill both needs, establishing itself as a valuable service to maximize both utilities. Focusing on consumers’ inclinations, hopping convenience has been proven as the main underlying motive to adopt online purchasing. As consumers allocate less time to shopping and more to other endeavors, their desire for convenience is growing, diverting them to Online Grocery Shopping as a convenient, time and effort-saving alternative
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