How do shoppers behave online? An observational study of online grocery shopping

The pace of online shopping revenue growth means it is important for retailers and manufacturers to understand how consumers behave online compared with their behaviour in brick and mortar stores. We conducted a study in which the detailed behaviour of 40 shoppers was screen recorded while they each undertook an online shopping ‘trip’. The shopping trip comprised purchasing a basket of 12 commonly bought grocery categories at one of two major retailers. The shoppers were all inexperienced in online grocery shopping. Results show that online grocery shopping is fast, even for these consumers who were new to it – half of the online shoppers spent less than 10 seconds purchasing from a category. This result is very similar to that of past studies in physical stores. Indeed, half of all the 12 item‐shopping trips took less than 10 minutes. Also, most purchases were made from the first category page displayed in the retailer's online store. Shoppers also consistently used the default display options chosen by the retailers but used a combination of navigational tools to find their products. We conclude that online shoppers do not behave differently from those offline in terms of time spent or effort expended. Online shopping, in the grocery context at least, seems to primarily reflect a desire for time efficiency on the part of the shopper. In that regard, online shopping seems very similar to in‐store shopping. The study begins the job of documenting shopper behaviour into this new channel and provides practical knowledge for retailers and manufacturers. Copyright © 2015 John Wiley & Sons, Ltd.     

Subgoals as substitutes or complements: the role of goal accessibility

The self-regulation process often involves breaking an ongoing goal (e.g., keeping in shape) into many individual, constituent subgoals that monitor actual actions (e.g., eating healthy meals, going to the gym). The article examines how pursuing each of these subgoals may influence subsequent goal pursuit. The authors show that when people consider success on a single subgoal, additional actions toward achieving a superordinate goal are seen as substitutes and are less likely to be pursued. In contrast, when people consider their commitment to a superordinate goal on the basis of initial success on a subgoal, additional actions toward achieving that goal may seem to be complementary and more likely to be pursued. These predictions were tested in four studies that explored the conditions under which subgoals attainment have a counterproductive versus favorable effect on further pursuit of similar actions.     

Household pre‐purchase practices and online grocery shopping

This paper explores household pre‐purchase practices and their mediation by information and communications technologies (ICTs), specifically online grocery shopping. Drawing on practice theory, the impacts of ICTs on household grocery shopping behavior are conceptualized, and the concept of “front‐loading” is introduced. Emerging themes generated from 31 semi‐structured interviews conducted via Skype with Turkish consumers focusing on their experiences of online grocery practices are presented. To this end, the contribution of this paper is twofold. First, an understanding of the domestication of online grocery shopping and its affect on the dynamics of household decision making, information sharing, and responsibilities of tasks before the actual act of online shopping is developed. Second, how such pre‐purchase practices undertaken by consumers act as a catalyst of change at the industry level is appraised. Copyright © 2014 John Wiley & Sons, Ltd.     

Stuck in the middle: the psychophysics of goal pursuit

The classic goal-gradient hypothesis posits that motivation to reach a goal increases monotonically with proximity to the desired end state. However, we argue that this is not always the case. In this article, we show that motivation to engage in goal-consistent behavior can be higher when people are either far from or close to the end state and lower when they are about halfway to the end state. We propose a psychophysical explanation for this tendency to get "stuck in the middle." Building on the assumption that motivation is influenced by the perceived marginal value of progress toward the goal, we show that the shape of the goal gradient varies depending on whether an individual monitors progress in terms of distance from the initial state or from the desired end state. Our psychophysical model of goal pursuit predicts a previously undiscovered nonmonotonic gradient, as well as two monotonic gradients.     

Gender-Linked Differences in Everyday Memory Performance: Effort Makes the Difference

Previous research has found gender differences in everyday memory tasks such as remembering shopping lists or directions, and these findings can be attributed to increased motivation or memory skill resulting from the association of different tasks with masculine or feminine gender roles. To investigate the motivational explanation, the recall of an ambiguous shopping list, labeled as grocery or hardware, was examined under instructions that stated that either women or men are good at the task, or instructions that were neutral. The findings were not consistent with the skill explanation. There was a significant interaction between list label, participant gender, and instructions, which can be explained in terms of the increased or decreased motivation that might arise from particular combinations of label and instruction.     

The end justifies the means, but only in the middle

Achieving goals often requires the completion of sequential actions, such as finishing a series of assignments to pass a class. In the course of pursuing such goals, people can decide how closely to follow their personal standards for each action. We propose that actions at the beginning and end of a sequence appear more diagnostic of the pursuer's personal standards than do actions in the middle. Therefore, people are more likely to adhere to their standards at the beginning and end of goal pursuit-and slack in the middle. We demonstrate this pattern of judgment and behavior in adherence to ethical standards (e.g., cheating), religious traditions (e.g., skipping religious rituals), and performance standards (e.g., "cutting corners" on a task). We also show that the motivation to adhere to standards by using proper means is independent and follows a different pattern from the motivation to reach the end state of goal pursuit.     

The Effect of Companion's Gender on Impulsive Purchasing: The Moderating Factor of Cohesiveness and Susceptibility to Interpersonal Influence

Most impulse purchasing research investigates individual‐level factors. This paper, however, examines the influence of shopping companion gender on impulse purchasing. The results of the three studies show that shoppers were more likely to exhibit impulse purchase behavior when shopping with an opposite gender companion. In addition, shoppers who were in the low‐cohesive condition and who shopped with an opposite gender companion were more likely to exhibit impulse purchase behavior than those who shopped with the same gender companion, and those who were susceptible to interpersonal influence were also more likely to exhibit impulse purchase behavior when shopping with an opposite gender companion. For shoppers who were not as susceptible to interpersonal influence, the influence of their companion's gender appeared to diminish on impulsive purchasing.     

Critical factors in consumer supermarket shopping behaviour: a neural network approach

This paper studies UK supermarket shopping behaviour, by analysing the antecedent variables of three critical factors: overall levels of customer satisfaction, number of trips to the supermarket, and amount spent. A neural network approach predicts these factors using ten input variables and three hidden nodes. Results show that the most satisfied and high‐spending customers tend to be those who have the income to take full advantage of the choice and quality offered. Other customers are more concerned with prices being reasonable and discounts available, but the satisfaction of these shoppers is also linked with store atmosphere. Copyright © 2001 Henry Stewart Publications.     

Effect of brand name on consumers' risk perceptions of online shopping

The purpose of the present study was to investigate the relationship between brand names and consumers' perceived risk. Hypotheses dealt with whether the presence of a product's brand name affects consumers' perceived risk towards shopping online; whether the familiarity with a brand name influences consumers' perceived risk; and whether online shoppers and non‐shoppers perceive risk towards shopping online differently. Results indicate that the presence or absence of a product's brand name affects online shoppers' perceived risk, but in the opposite direction to that expected. There was no significant difference between online shoppers' perceived risk vis‐à‐vis brand familiarity; however, online shoppers possessed lower perceived risk than non‐shoppers. Implications and limitations are discussed and recommendations for future research are provided. Copyright © 2004 Henry Stewart Publications Ltd.     

An ecological analysis of children's behaviour in supermarkets

Many parents report that shopping trips with children can be an exhausting and harassing experience. However the ecological features of supermarkets that contribute to disruptive behaviour have not been clearly delineated. A pilot study sought the views of 100 parents and 40 store personnel on the nature of difficulties parents experienced with children on trips to the supermarket. Subjects were drawn from staff and shoppers in each of four urban supermarkets. Results from a structured interview showed that many parents either experienced problems with their own children (62%) or believed that other parents experienced child management problems (99%). Both parents and store personnel considered demandingand screaming to be the most frequently encountered problem, and over half the parents considered that toy departments were the most disruptive areas. A second study comprised an observational analysis of children's behaviour in three supermarkets. This study examined whether different areas of the store were associated with differing levels of disruptive behaviour and product disturbance in children. The study also examined the effects of the presence of store personnel, time of day and socio-economic status on levels of store disruption. Systematic observations of the behaviour of children, parents and store personnel were conducted in each of three observation zones, during the morning and afternoon, in each store. Results showed that highest levels of disruption occurred in areas where attractive merchandise (e.g. toys) were on display, confirming parents impressions and during afternoon shopping trips. The effects of socio-economic status and the presence of store personnel were non significant. The implications of the results for treatment research aiming to develop advice packages for parents for use in community settings are discussed.     

If at First You Don't Remember,Try, Try Again: The Role of Initial Encoding in Children's False Reports

To examine the extent to which differences in the initial encoding of information affect preschoolers' vulnerability to suggestion, 4 groups of 4-year-olds (N = 54) individually participated in a simulated shopping event in which they were asked to purchase 6 items from a specially constructed grocery store. Half the children had only 1 opportunity to purchase the list of items, whereas the remaining half returned to the store on multiple occasions until they correctly purchased all 6 items on 2 consecutive trials. Following the shopping event, the children were interviewed in either a neutral or suggestive manner on 3 occasions over a 3-week period. The suggestive interviews contained strongly worded suggestions that certain items had been purchased, when in fact they had not been on the list. One week later, all the children were questioned by a new interviewer. Compared with the children in the other 3 groups, those in the 1-trial suggestive group were more likely to spontaneously report suggested items during the final interview, demonstrating that poor versus strong initial encoding heightens proneness to postevent suggestions.     

Initial goals,goal trajectories,and serial argument resolvability: A growth curve analysis

This study examines dyadic patterns of goal pursuit during a serial argument interaction and their associations with perceived argument resolvability. The authors utilize a growth curve framework to highlight how both initial importance and trajectories (i.e., over‐time increases/decreases) of goal importance predicted perceived resolvability. Seventy‐six heterosexual couples discussed a current serial argument and reported their goals at 1‐min increments, using a video‐assisted recall method. Both initial importance and increases in actors' partner‐focused goals were positively associated with perceived resolvability, and increases in a partners' self‐focused goal importance across the course of the interaction were negatively associated with actors' postinteraction resolvability perceptions. Results suggest that partners should attend to both initial goals and trajectories of goal pursuit during argumentative interactions.     

Carding for the Purchase of Alcohol: I'm Tougher Than Other Clerks Are1

The present research examined whether clerks believed themselves to be more likely to card customers than “other” clerks. Store clerks (N= 121) from 23 stores of a major grocery chain rated 4 person‐product profiles of hypothetical shoppers each representing distinctive lifestyle groups. Embedded within a series of items were key questions that asked how likely it was that they and other clerks would ask for identification from the shopper for the purchase of alcohol. Across all conditions, data revealed a significant positivity bias suggesting that the clerks felt that they were much better than other clerks at determining who should be asked for identification. The data are discussed in terms of their motivational implications for the false uniqueness bias.     

Accuracy of household planning of car use: comparing prospective to actual car logs

Measures aiming at changing car use are frequently based on the assumption that car use is under motivational and volitional control. The aim of this study is to investigate the degree to which this is the case and how it relates to different purposes of car trips and characteristics of car users. Data obtained from 1-week prospective car logs made by 40 adult households living in Göteborg, Sweden, were compared to subsequent actual car use. In line with previous results suggesting that households have a modest degree of motivational and volitional control over their car use, it was found that 80% more car trips were made the following seven days than indicated in the prospective car logs. The largest discrepancies were observed for shopping and chauffeuring trips, the least discrepancy for work trips. Households having more than one car made more shopping trips than planned, households with children more chauffeuring trips than planned, and households with a higher income more leisure trips than planned. Weather conditions, illnesses, mode switches, and unspecified unexpected events were reported as reasons for the discrepancies between planned and actual trips.     

Sensory stimuli and e‐tailers

• This paper examines the use of sensory stimuli in the creation of store atmosphere in the online context. Parsons ( 2002 ) shows that online shoppers are motivated by many of the same non‐functional aspects of shopping as physical store shoppers (eg Tauber, 1972 ; Sheth, 1983 ), including sensory stimulation from aural and visual stimuli. This study investigates what customers desire from a virtual store atmosphere, and conducts an audit of the 15 top e‐tailers as ranked by Nielsen/NetRatings ( 2001 ) using the extant set of stimuli/responses established from the physical store literature. Findings suggest a strong desire from customers for sensory stimuli, with only partial matching by e‐tailers, and a surprising lack of differentiation among competitors. Examination of purchase responses to actual stimuli suggests a need for e‐tailers to match consumers' desires.

Copyright © 2006 John Wiley & Sons, Ltd.     

Unplanned grocery purchases: the influence of the shopping‐trip type revisited

• The share of unplanned purchases is an important measure for marketers. For instance, marketers need to know if purchases are planned or unplanned to allocate their marketing resources efficiently. Furthermore, the share of unplanned purchases could be seen as an indicator of how efficient marketers are in communicating with their customers in the stores (even if the in‐store marketer is not the only one influencing in‐store decision making.) A frequent assumption in the marketing literature is that the share of unplanned purchases increases with the size of the purchase. This paper questions this assumption by approaching the issue from a perspective that views the shopping trip as either a (more or less) contingency‐dependent construction or as the execution of a well‐defined behavior. Larger (major) trips are hypothesized and found to be more well defined, whereas smaller (fill‐in) trips are found to be largely contingency‐dependent constructions.

Copyright © 2009 John Wiley & Sons, Ltd.     

What Are the Nutrition Education Needs of Refugees: Assessment of Food Choices,Shopping and Spending Practices of South-Asian Refugees in the USA

This study was designed to assess food choices, shopping, and spending practices among the Southeast Asian refugee group of “Montagnards” resettled in the USA. A convenience sample of 12 Montagnard refugee women, fluent in Rhade and/or Jarai, was recruited and asked to provide all the grocery food receipts for a 1-month period. At the end of the 1-month period, participants were interviewed to collect information on socio-demographics and general food shopping practices. On average, participants had lived in the USA for 6 years, and Supplemental Nutrition Assistance Program (commonly known as Food Stamps) benefits accounted for approximately 55% of total grocery food purchases. The analyses of food receipts showed that a major proportion of the food budget was spent on rice and meat. The lowest proportion of the food budget was spent on dairy or dairy products. Making a grocery list or the use of coupons was not common among participants. Nutrition education for refugees upon resettlement is vital. In particular, topics such as food budgeting and the importance of a well-balanced diet should be covered to promote a healthy lifestyle among resettled refugees.     

CAT: A tool for eliciting knowledge on how to perform procedures

Procedural tasks involve context-sensitive sequences of actions that are performed in pursuit of goals. Procedural knowledge specifies how to do something (e.g., repairing a car) but not how the physical system works (e.g., how the engine works). We have developed a computer program that elicits procedural knowledge from individuals with varying amounts of domain knowledge (ranging from novices to experts) and varying amounts of computer literacy. The tool is called CAT (cognitive analysis tool). CAT is an extension of a class of cognitive models known as GOMS, which stands for goals, operators, methods, and selection rules. The tool guides the user in articulating the goals (and subgoals) the user wants to accomplish, the operators (actions, steps) to accomplish each goal, the alternative methods of accomplishing goals, the conditions in which each method is applied, and exceptional circumstances when goals are suspended and restarted. CAT can be used on most IBMcompatible microcomputers.     

Choice confidence in the webrooming purchase process: The impact of online positive reviews and the motivation to touch

The webrooming purchase process (i.e. searching for information online and then buying the product offline) is the most extended cross‐channel shopping behaviour. With the aim of offering a better understanding of this behaviour, this research relies on information processing and uncertainty reduction theories to propose that consumers use the online information to make the offline purchase with a higher degree of confidence. We examine the effects of a previous online interaction with a product on the preferences and decision at the physical store, as well as on the outcomes of the experience. In this path to purchase, we analyse how positive online customer reviews, as a specific form of electronic word of mouth, help the consumer to improve their experience, given their great potential to reduce the consumer's uncertainty in a purchase situation. In addition, the role of the motivation to touch the product is examined. The results of two studies show that the combination of an online search and an offline purchase improves the consumers' purchase experience in pre‐choice variables (i.e. purchase intentions), choice and post‐choice variables (i.e. search‐process satisfaction and choice confidence). Moreover, reading a positive online customer review influences choice confidence, and all the variables considered in the research when it is received at the physical store. Finally, the results stress the importance of the motivation to touch when studying multichannel shopping behaviour, given its direct and moderating effects on the webrooming purchase process. Implications for theory and practice are discussed. Copyright © 2016 John Wiley & Sons, Ltd.