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Journal of Interactive Marketing, 31
International Journal of Retail and Distribution Management, 30
Motivation and Emotion, 30
Discount Store News, 38
British Food Journal, 102
Journal of the Academy of Marketing Science, 13
Journal of Marketing Research, 16
European Journal of Marketing, 43
Journal of Retailing, 84
International Journal of Retail and Distribution Management, 24
Journal of Retailing, 54
The International Review of Retail, Distribution and Consumer Research, 25
International Journal of Retail and Distribution Management, 39
Journal of Retailing, 79
Journal of Product and Brand Management, 11
International Journal of Retail and Distribution Management, 28
Administrative Science Quarterly, 36
Journal of Retailing, 58
The Service Industries Journal, 4
Journal of Electronic Commerce in Organizations, 1
Journal of Retailing and Consumer Services, 15
Journal of Retailing and Consumer Services, 8
Journal of the Academy of Marketing Science, 13
Journal of Business Research, 57
International Review of Retail, Distribution and Consumer Research, 24
Internet Research, 15
International Journal of Market Research, 50
Psychometrika, 16
Journal of Marketing, 36
International Journal of Retail and Distribution Management, 37
Journal of Product and Brand management, 10
American Journal of Sociology, 60
International Review of Retail, Distribution and Consumer Research, 16
Journal of Marketing Research, 18
Journal of the Academy of Marketing Science, 30
Journal of Consumer Marketing, 20
Journal of Marketing Theory and Practice, 8
Journal of Marketing Management, 19
International Journal of Retail and Distribution Management, 40
Journal of Retailing, 70
Journal of Retailing, 56
International Journal of Retail and Distribution Management, 42
Journal of the Academy of Marketing Science, 35
International Journal of Retail and Distribution Management, 26
Journal of Marketing, 56
Journal of Retailing, 50
International Journal of Electronic Commerce, 1
Journal of Retailing, 61
Journal of Retailing and Consumer Services, 10
Journal of Business Research, 57
European Journal of Marketing, 45
Journal of Retailing and Consumer Services, 27
Journal of the Academy of Marketing Science, 25
Journal of Retailing, 53
International Journal of Retail, Distribution and Consumer Research, 15
Journal of Retailing, 86
Journal of Business Research, 55
Advances in Consumer Research, 29
Psychological Bulletin, 103
The Marketing Review, 7
The International Review of Retail, Distribution and Consumer Research, 19
PurposeGrounded on approach/avoidance behaviour theory, the purpose of this paper is to develop a typology of grocery shoppers based on the concomitant perceived advantages and disadvantages of shopping online and in store for a single cohort of consumers who buy groceries in both channels.Design/methodology/approachA survey design was employed using a sample of 871 UK shoppers who had purchased groceries online and offline. The survey instrument contained items that measured the perceived advantages and disadvantages of grocery shopping online, and items relating to the perceived advantages and disadvantages of grocery shopping in traditional supermarkets. Items were selected from the extant literature and subjected to content and face validity checks. Cluster analysis was used to develop typologies of online and offline grocery shoppers. The inter-relation between the two typology sets was then examined.FindingsThe results of the research provide several insights into the characteristics, perceptions and channel patronage preferences of grocery shoppers. In particular, profiling e-grocery shoppers on the basis of their concomitant perceptions of shopping online and in store suggests that the choice of whether to shop online or in store may be driven not by the perceived advantages of one channel vs the other, but by the desire to avoid the greater disadvantages of the alternative. These perceptions differ somewhat between different consumer groups.Originality/valueThis study makes a noteworthy contribution to the internet and general shopping literature by providing a profile of grocery shoppers based on their concomitant and often conflicting perceived advantages and disadvantages of shopping online and their perceived advantages and disadvantages of shopping in traditional supermarkets. The use of a single cohort of consumers overcomes the bias in previous studies that employ separate cohorts of online and offline shoppers and reveal important insights into the complex perceptions and behaviours of multichannel grocery shoppers.
International Journal of Retail & Distribution Management – Emerald Publishing
Published: Apr 10, 2017
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