This study aims to explore the impact of category-specific attributes in determining the intensity of grocery shopping realized within the online channel. Using real sales data provided by Circana, we examined online purchases in each grocery category over the entire 2017 to 2022 timespan, and relying on Shopping Utility Maximization theory, we uncovered which category attributes influence e-commerce volumes sales. In particular, the influence of category-specific heuristics regarding the “convenience” offering, namely variety, perishability, bulkiness, and expensiveness in affecting online shopping is deepened. Based on the result of the statistical analyses, we obtained significant results regarding: (i) higher online purchases of bulky products; (ii) lower online purchases of perishable goods and of channel expensive ones. While overall variety of items and product expensiveness were not found as significant category-specific drivers/barriers of online grocery shopping.
Siracusa, G., Iuffmann Ghezzi, A., Fornari, E., The Role of Convenience Category Attributes in Sustaining the Growth of Online Grocery Shopping, in Martinez-Lopez, F. J., Martinez, L. F., Bruggemann, P. (ed.), Springer Proceedings in Business and Economics. Advances in Digital Marketing and eCommerce. DMEC 2024., Springer, Cham, Cham 2024: 149- 156. https://doi.org/10.1007/978-3-031-62135-2_16 [https://hdl.handle.net/10807/306020]
The Role of Convenience Category Attributes in Sustaining the Growth of Online Grocery Shopping
Iuffmann Ghezzi, AlessandroSecondo
;Fornari, EdoardoUltimo
2024
Abstract
This study aims to explore the impact of category-specific attributes in determining the intensity of grocery shopping realized within the online channel. Using real sales data provided by Circana, we examined online purchases in each grocery category over the entire 2017 to 2022 timespan, and relying on Shopping Utility Maximization theory, we uncovered which category attributes influence e-commerce volumes sales. In particular, the influence of category-specific heuristics regarding the “convenience” offering, namely variety, perishability, bulkiness, and expensiveness in affecting online shopping is deepened. Based on the result of the statistical analyses, we obtained significant results regarding: (i) higher online purchases of bulky products; (ii) lower online purchases of perishable goods and of channel expensive ones. While overall variety of items and product expensiveness were not found as significant category-specific drivers/barriers of online grocery shopping.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.