Triggered or Consciously Evaluated? A Qualitative Inquiry Into the Decision to Start Using E-Grocery Services

The International Review of Retail, Distribution and Consumer Research, Vol. 30, Nr. 2, p. 103-122, February 2020

Posted: 16 Apr 2020

See all articles by Ellen Van Droogenbroeck

Ellen Van Droogenbroeck

Vrije Universiteit Brussel (VUB) - Applied Economics Department

Leo Van Hove

Vrije Universiteit Brussel (VUB)

Date Written: 2020

Abstract

This qualitative paper examines the importance of both situational factors and adoption constructs in the decision to use online grocery services for the first time. To that end, we have conducted semi-structured in-depth interviews with (one or more representatives of) 15 households in Flanders (the Dutch-speaking part of Belgium), who all use Collect & Go, Belgium’s most popular online grocery service. The content analysis shows that adoption is often induced by situational factors (such as health problems or changes in family circumstances), but not in isolation from an evaluation of technology adoption constructs (such as performance expectancy and social influence). Indeed, we find that immediately or soon after the emergence of the initial trigger, consumers start thinking of the service in terms of innovation characteristics. Moreover, unlike what the literature suggests, adoption is not discontinued when the initiating trigger disappears.

Keywords: E-Commerce, Online Grocery Shopping, Technology Adoption, Situational Factors, Qualitative Research, Time Saving

Suggested Citation

Van Droogenbroeck, Ellen and Van Hove, Leo, Triggered or Consciously Evaluated? A Qualitative Inquiry Into the Decision to Start Using E-Grocery Services (2020). The International Review of Retail, Distribution and Consumer Research, Vol. 30, Nr. 2, p. 103-122, February 2020, Available at SSRN: https://ssrn.com/abstract=3559285

Ellen Van Droogenbroeck (Contact Author)

Vrije Universiteit Brussel (VUB) - Applied Economics Department ( email )

Pleinlaan 2
1040 Etterbeek
Brussel, CA 1040
Belgium

Leo Van Hove

Vrije Universiteit Brussel (VUB) ( email )

Department of Applied Economics (APEC)
Pleinlaan 5
Brussels, B-1050
Belgium
+32 2 614 84 49 (Phone)

HOME PAGE: http://research.vub.ac.be/applied-economics/members

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