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The consumer's shopping behaviour in electronic grocery shopping

By Elodie Huré


International audienceThe grocery sector specificities do not allow us to generalize previous findings on Internet research to the electronic grocery shopping. Therefore, understanding consumer's shopping behaviour in the cybermarkets is of academic concern, but it could also give cues to managers as today, retailers face many difficulties with this channel. This paper presents an exploratory research based on observations in both physical and virtual channels. The specificity of our study is our collaborative work with two ethologist students who offer us very precise pre-coded grids of physical behaviours. A questionnaire also underlines disparities between “what the consumer says” and “what the consumer does” which suggest us that we will need to triangulate different methods in order to have the best understanding of consumer's shopping behaviour in electronic grocery shoppin

Topics: behaviour, electronic grocery shopping, observation, ethology, [SHS.GESTION]Humanities and Social Sciences/Business administration
Publisher: HAL CCSD
Year: 2010
OAI identifier: oai:HAL:halshs-00471694v1
Provided by: HAL-Rennes 1
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