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In order to determine how sustainable online grocery shopping is as a practice, it is crucial to have an in-depth understanding of its drivers. This paper therefore validates the Unified Theory of Acceptance and Use of Technology (UTAUT2) in the context of e-grocery and enriches it with five constructs. We exploit a self-administered survey among 560 customers of two Belgian supermarkets and test the model by means of hierarchical multiple regression analysis. We do so not only for the full sample, but also for users and non-users separately. For the full sample, four of the five proposed context-specific constructs—namely, perceived risk, perceived time pressure, perceived in-store shopping enjoyment, and innovativeness—help better explain the intention to adopt or continue to use e-grocery services. In the subsamples, only perceived time pressure and innovativeness add explanatory power, and this only for non-users. In other words, the additional constructs primarily help discriminate between users and non-users. In addition, while the extended model outperforms the original UTAUT2 model for all three samples, the added value of the extended model does not so much lie in a higher explained variance, but rather in a more correct identification of the drivers of BI.
Ellen Van Droogenbroeck; Leo Van Hove. Adoption and Usage of E-Grocery Shopping: A Context-Specific UTAUT2 Model. Sustainability 2021, 13, 4144 .
AMA StyleEllen Van Droogenbroeck, Leo Van Hove. Adoption and Usage of E-Grocery Shopping: A Context-Specific UTAUT2 Model. Sustainability. 2021; 13 (8):4144.
Chicago/Turabian StyleEllen Van Droogenbroeck; Leo Van Hove. 2021. "Adoption and Usage of E-Grocery Shopping: A Context-Specific UTAUT2 Model." Sustainability 13, no. 8: 4144.
This paper explores how households organize the process of e-grocery buying in a click-and-collect context, down to the level of the two main subtasks: the online ordering and the picking-up. Self-collected survey data on 112 users of Belgian click-and-collect services first provide a quantitative perspective. But we primarily exploit in-depth interviews with 15 households. Both our quantitative and qualitative findings indicate that women today are still the main responsible for grocery shopping, even in an online context. Especially the ordering is a woman's task; the collecting is more equally divided across genders. But the key result is that couples exploit the opportunities for further task division provided by e-grocery shopping. In our survey we find that in 72.5% of the couples both partners are involved in the process, but that in roughly three quarters of these cases at least one of the tasks is performed independently. In other words, many couples do it ‘together alone’. Our qualitative analysis further shows that the roles of the partners have become more fixed, in that subtasks are assigned exclusively to one partner. As for the reasons behind the task allocation, we find indications of the relevance of time availability, relative resource, and gender arguments (respectively, the presence of young children, imbalances in educational status and income, and traditional roles), but also of purely pragmatic reasons.
Ellen Van Droogenbroeck; Leo Van Hove. Intra-household task allocation in online grocery shopping: Together alone. Journal of Retailing and Consumer Services 2020, 56, 102153 .
AMA StyleEllen Van Droogenbroeck, Leo Van Hove. Intra-household task allocation in online grocery shopping: Together alone. Journal of Retailing and Consumer Services. 2020; 56 ():102153.
Chicago/Turabian StyleEllen Van Droogenbroeck; Leo Van Hove. 2020. "Intra-household task allocation in online grocery shopping: Together alone." Journal of Retailing and Consumer Services 56, no. : 102153.
Ellen Van Droogenbroeck; Leo Van Hove. Triggered or evaluated? A qualitative inquiry into the decision to start using e-grocery services. The International Review of Retail, Distribution and Consumer Research 2019, 30, 103 -122.
AMA StyleEllen Van Droogenbroeck, Leo Van Hove. Triggered or evaluated? A qualitative inquiry into the decision to start using e-grocery services. The International Review of Retail, Distribution and Consumer Research. 2019; 30 (2):103-122.
Chicago/Turabian StyleEllen Van Droogenbroeck; Leo Van Hove. 2019. "Triggered or evaluated? A qualitative inquiry into the decision to start using e-grocery services." The International Review of Retail, Distribution and Consumer Research 30, no. 2: 103-122.
In a recent article, Puccinelli et al. examine the effect of the color in which prices appear in print flyers on consumers' perceived savings. Puccinelli et al. find that the effect is moderated by gender: unlike female consumers, men think they are being offered a better deal when prices are presented in red than when they are presented in black. The advertisements with prices in red also put men in a more positive state. This note replicates Puccinelli et al.'s main experiment in a different context (online vs. print) and in a different cultural setting (Belgium vs. the USA). In line with Puccinelli et al., we find that men perceive the online store with red prices as offering better value. But, intriguingly, it does not appear to make men feel more positively. One possible explanation is that red prices work differently online.
Ellen Van Droogenbroeck; Leo Van Hove; Steven Cordemans. Do red prices also work online?: An extension of Puccinelli et al. (2013). Color Research & Application 2017, 43, 110 -113.
AMA StyleEllen Van Droogenbroeck, Leo Van Hove, Steven Cordemans. Do red prices also work online?: An extension of Puccinelli et al. (2013). Color Research & Application. 2017; 43 (1):110-113.
Chicago/Turabian StyleEllen Van Droogenbroeck; Leo Van Hove; Steven Cordemans. 2017. "Do red prices also work online?: An extension of Puccinelli et al. (2013)." Color Research & Application 43, no. 1: 110-113.
This article analyzes how sociodemographic characteristics impact the adoption of online grocery shopping, and relies on the Motivation-Opportunity-Ability (MOA) model to explore what these sociodemographics actually capture and how they are linked with consumer motivations. The researchers exploit a survey among 468 customers of Belgian supermarket chain Colruyt. Their logistic regression shows that while variables at the personal level do affect adoption of the online channel, consumers’ motivations to adopt in fact lie on the household level. In particular, the effect of age disappears or becomes less strong when it is combined with household characteristics. An examination of respondents’ self-reported motivations confirms that age does not only capture a person’s ability to use the technology but also its usefulness for that person’s household, in that age is correlated with the presence of young children and the working situation in the household.
Ellen Van Droogenbroeck; Leo Van Hove. Adoption of Online Grocery Shopping: Personal or Household Characteristics? Journal of Internet Commerce 2017, 16, 255 -286.
AMA StyleEllen Van Droogenbroeck, Leo Van Hove. Adoption of Online Grocery Shopping: Personal or Household Characteristics? Journal of Internet Commerce. 2017; 16 (3):255-286.
Chicago/Turabian StyleEllen Van Droogenbroeck; Leo Van Hove. 2017. "Adoption of Online Grocery Shopping: Personal or Household Characteristics?" Journal of Internet Commerce 16, no. 3: 255-286.