'Online Omnivores' or 'Willing but struggling'? Identifying online grocery shopping behavior segments using attitude theory
'Online Omnivores' or 'Willing but struggling'? Identifying online grocery shopping behavior segments using attitude theory
复制标题
DOI：
10.1016/j.jretconser.2020.102195
复制
发表时间：
2020-11-01
影响因子：
10.4
通讯作者：
Anable, Jillian
中科院分区：
文献类型：
--
作者：
Brand, Christian;Schwanen, Tim;Anable, Jillian
杂货购物的格局正在快速变化。通过送货上门或“点击提货”方式进行的在线零售、便利店和各种混合购物渠道正在受到一些消费者的欢迎，但其他消费者却不那么喜欢。本文的中心前提是，如果目标是了解杂货购物的近期和未来变化，那么关注“普通杂货购物者”并没有多大帮助。最近很少有研究通过考虑可观察的行为和相关的态度（感受、信仰、观点和行为倾向）并明确借鉴社会心理学的态度理论来识别使用在线和多渠道购物的个人群体。因此，本论文旨在使用心理细分方法来识别和描述杂货购物者群体，该方法明确基于计划行为理论（TPB）（Ajzen，1991）及其近亲技术接受模型（TAM）（Davis 等人，1989）。主要数据是通过自我完成调查问卷收集的，该调查问卷产生了英国（欧洲最大的在线杂货购物市场）2032 名杂货购物者的具有代表性的研究样本。采用主成分和两阶段聚类分析方法，根据态度、规范、看法和信仰确定五个明确定义和高度可解释的群体，然后根据他们的社会经济和杂货购物特征进行描述。这些细分揭示了一系列不同的杂货购物偏好水平，从那些明显被在线体验所吸引并想要更多的“超级购物者”（Flynn 和 Goldsmith，2016）（“密集城市居民”、“在线杂食者”）到那些对采用在线购物服务表现出抵制和社会责任感的人（“抵制和负责任”）。这些细分市场的主要显着特征表明，购物者可能会因为便利、感知收益、成本和风险、技术影响、时间压力和适应日常安排（感知行为控制）以及个人规范和信仰的社会和环境因素而被网上购物所吸引或排斥。
The landscape of grocery shopping is changing fast. Online retailing via home delivery or 'click and collect', convenience stores and various hybrid shopping channels are gaining popularity with some consumers, but not with others. The central premise of this paper is that focusing on the 'average grocery shopper' is not very helpful if the objective is to understand recent and future changes in grocery shopping. There are few recent studies that have identified groups of individuals using online and multi-channel shopping by considering both observable behavior and associated attitudes - feelings, beliefs, opinions and behavioral dispositions - and by drawing explicitly on attitude theories from social psychology. The current paper thus aims to identify and describe groups of grocery shoppers using a psychographic segmentation approach that is explicitly grounded in the Theory of Planned Behavior (TPB) (Ajzen, 1991) and its close cousin, the Technology Acceptance Model (TAM) (Davis et al., 1989). Primary data were collected through a self-completion questionnaire that produced a largely representative study sample of 2032 grocery shoppers across the United Kingdom, Europe's largest market for online grocery shopping. A principal component and two stage cluster analysis methodology was implemented to identify five well-defined and highly interpretable segments according to their attitudes, norms, perceptions and beliefs, then profiled by their socio-economic and grocery shopping characteristics. The segments reveal a range of different grocery shopping preference levels, from those 'super-shoppers' (Flynn and Goldsmith, 2016) who are clearly attracted to the online experience and want more ('Intensive Urbanites', 'Online Omnivores') to those who appear resistant and socially responsible towards the adoption of online shopping services ('Resisting and Responsible'). The key distinguishing features of these segments suggest that shoppers might be attracted to or repelled from online shopping for reasons of convenience, perceived benefits, costs and risks, technology affect, time pressures and fit into daily schedules (perceived behavioral control), as well as social and environmental dimensions of personal norms and beliefs.