Department of Management

A study of the potential of grocery shopping on the Internet

Research output: Contribution to conferencePaperResearch

  • Department of Marketing and Statistics
  • MAPP - Centre for Research on Customer Relations in the Food Sector
Internet shopping is a rapid growing form of shopping. A variety of studies have tried to profile shoppers on the Internet, but little effort has been done to provide a theoretical foundation for the research. This paper uses the Theory of Planned Behavior (TPB) to investigate the potential for online grocery shopping. It builds the model on 2 components, intention formation (which is basically the TPB) and a learning component. 614 respondents in Denmark participated in the study. The results show that Perceived Behavioral Control has little influence on the intention to buy grocery products on the Internet, whereas Subjective Norm has the largest impact, especially for respondents who have not already tried to buy grocery products on the Internet.
Original languageEnglish
Publication year2004
Publication statusPublished - 2004
Event33rd EMAC Conference - Murcia, Spain
Duration: 18 May 200421 May 2004


Conference33rd EMAC Conference

    Research areas

  • MAPP, Theory of Planned Behavior, Multiple regression, Consumer behaviour, E-commerce, Grocery shopping

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ID: 32336981