Following upon the results of previous qualitative research (Authors, 2005), the objective of this paper is to confirm the role of situational variables in the adoption process of online grocery shopping. Situational variables and life events in particular (e.g. having a baby, health problems) emerge as the trigger for starting online grocery shopping for two clusters. However, the adoption of e-grocery shopping seems to be re-evaluated frequently and consequently post-adoption evaluation appears crucial to the decision of whether to continue with or to drop internet grocery shopping
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