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What information do consumers consider, and how do they look for it, when shopping for groceries online?☆

Content Provider	Semantic Scholar
Author	Benn, Yael Webb, Thomas L. Chang, Betty P. I. Reidy, John
Copyright Year	2015
Abstract	Previous research investigating what information shoppers seek when purchasing groceries has used either lab-experiments or observed shoppers in supermarkets. The present research investigates this question in a relatively naturalistic online-grocery environment. Forty participants completed their weekly shopping online while their eye-movements were recorded. Ten of the participants were subsequently interviewed to gain insight into their information seeking behaviour. We found that, when looking for products, 95% of participants navigated through the 'virtual departments', 80% used the 'search' facility, and 68% browsed the special offer pages. Once on the product pages, participants tended to look at the pictures of products, rather than examine detailed product information. To explain these findings, we suggest that online grocery sites simulate familiar supermarket environments, which may explain why consumers prefer to browse categories of products rather than use search terms. We also suggest that additional strategies are needed if consumers are to be encouraged to view detailed product information.
Starting Page	265
Ending Page	273
Page Count	9
File Format	PDF HTM / HTML
DOI	10.1016/j.appet.2015.01.025
PubMed reference number	25660339
Journal	Medline
Volume Number	89
Alternate Webpage(s)	http://eprints.whiterose.ac.uk/91436/1/Benn%20et%20al%20(2015).pdf
Alternate Webpage(s)	https://api.elsevier.com/content/article/pii/S0195666315000422
Alternate Webpage(s)	https://www.sciencedirect.com/science/article/pii/S0195666315000422
Alternate Webpage(s)	https://doi.org/10.1016/j.appet.2015.01.025
Journal	Appetite
Language	English
Access Restriction	Open
Content Type	Text
Resource Type	Article

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