Abstract
This study examines the impact of demographic variables and consumer shopping orientations on the purchasing preference for different product categories in the context of online grocery shopping within the UK. The data for this study was primarily collected from a web-based survey of consumers in the UK using a questionnaire. The quantitative data was enhanced by qualitative data in form of semi-structured interviews to enhance the quantitative results. A structural equation model (SEM) was used to analyse the quantitative data and to measure the relationships between the respective constructs. The findings show that the purchasing preferences vary by product category. Keywords: Demographic Variables, Consumer Shopping Orientations, Product Categories, UK, and Structure Equation Modelling. DOI : 10.7176/JMCR/52-05
Highlights
Over the past decade online shopping became a substantial and nearly indispensable part of today’s fast lifestyle
This research attempted to examine the impact of demographic variables and consumer shopping orientations on the purchasing preference for different product categories in the context of online grocery shopping
This research has built upon these prior studies by examining the impact of demographic variables and consumer shopping orientations on the preference to purchase within certain product categories in the context of online grocery shopping
Summary
Over the past decade online shopping became a substantial and nearly indispensable part of today’s fast lifestyle. 3. Research framework and hypotheses 3.1 Research framework Based on the literature review the research framework was constructed (Fig. 1) to examine how specific demographic variables and consumer shopping orientations influence the purchasing preference for certain groceries online. The measurement model was performed for the demographic variables gender, age, education, income, marital status and occupation; consumer shopping orientations convenience-orientation, priceorientation, experiential-orientation and impulsiveness and product categories fresh food, non-perishable food, household as well as health and beauty. The Cronbach’s α and composite reliability for demographic variables (gender, age, education, income, marital status and occupation); consumer shopping orientations (convenience – oriented, price – oriented, experiential – oriented and impulsiveness) and product categories (fresh food, non-perishable food, household as well as health and beauty) were above the recommended level of 0.7, which indicates a satisfactory internal consistency reliability (Hair et al, 2010)
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