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Evolution of the Online Grocery Shopping Experience during the COVID-19 Pandemic: Empiric Study from Portugal

2022-07-06Journal article Open access
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dc.contributor.authorGomes, Sofia
dc.contributor.authorLopes, João
dc.date.accessioned2022-08-26T08:27:11Z
dc.date.available2022-08-26T08:27:11Z
dc.date.issued2022-07-06
dc.description.abstractOnline shopping has intensified in the last decade. The COVID-19 pandemic has imposed circulation limitations and more restrictive behaviors on consumers due to fears of contracting the virus, boosting online grocery shopping. This study aims to assess the relationship between the online food purchasing experience during the pandemic and the intention to purchase food online after the pandemic. The sample of this quantitative study is composed of 358 Portuguese consumers who carried out grocery shopping online during the pandemic and was collected through an online questionnaire. First, a cross-sectional description of the variables was applied to this sample and then an analytical cross-sectional survey was carried out using the partial least squares method. Due to health concerns, food and beverage consumption behaviors changed positively during the pandemic compared to before. Healthier consumer behavior towards food and beverages during the pandemic, compared to before the pandemic, may influence a greater propensity for online grocery shopping. Sociodemographic characteristics (age, education, income) were also determinants of the propensity to shop online during the pandemic. Specifically, the results of this study demonstrate a positive influence of young male consumers, with higher levels of education and income, regarding the online supermarket shopping experience. The results also demonstrate that a good online shopping experience during the pandemic can positively influence online shopping intentions after the pandemic. This study makes it possible to identify determinants of the online food shopping experience, serving as guidance and preparation for strategic marketing for retail grocery companies that wish to position themselves online. It also helps marketers and policymakers understand the potential influence of sociodemographic characteristics such as age, income, and education on building a relationship with consumers. Finally, the relationship between personal characteristics and the online grocery shopping experience requires further substantiation and this study contributes to this gap in the literature.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationGomes, S., & Lopes, J. M. (2022). Evolution of the Online Grocery Shopping Experience during the COVID-19 Pandemic: Empiric Study from Portugal. Journal of Theoretical and Applied Electronic Commerce Research, 17(3), 909–923. https://doi.org/10.3390/jtaer17030047pt_PT
dc.identifier.doihttps://doi.org/10.3390/jtaer17030047pt_PT
dc.identifier.urihttp://hdl.handle.net/10400.6/12327
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.relationResearch Unit in Business Sciences
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/pt_PT
dc.subjectOnline grocery shoppingpt_PT
dc.subjectE-commercept_PT
dc.subjectFood retailpt_PT
dc.subjectConsumer behaviorpt_PT
dc.subjectOnline shoppingpt_PT
dc.subjectExperiencept_PT
dc.subjectPandemic COVID-19pt_PT
dc.titleEvolution of the Online Grocery Shopping Experience during the COVID-19 Pandemic: Empiric Study from Portugalpt_PT
dc.typejournal article
dspace.entity.typePublication
oaire.awardTitleResearch Unit in Business Sciences
oaire.awardURIinfo:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UIDB%2F04630%2F2020/PT
oaire.citation.titleJournal of Theoretical and Applied Electronic Commerce Researchpt_PT
oaire.fundingStream6817 - DCRRNI ID
person.familyNameGomes
person.familyNameLopes
person.givenNameSofia
person.givenNameJoão
person.identifierD-8657-2019
person.identifier.ciencia-idB415-29D7-EC1A
person.identifier.ciencia-id2A15-2F67-8E45
person.identifier.orcid0000-0002-0326-0655
person.identifier.orcid0000-0002-2968-4026
person.identifier.scopus-author-id57216734360
project.funder.identifierhttp://doi.org/10.13039/501100001871
project.funder.nameFundação para a Ciência e a Tecnologia
rcaap.rightsopenAccesspt_PT
rcaap.typearticlept_PT
relation.isAuthorOfPublication1d545ec5-97e3-4688-8115-0901e0494378
relation.isAuthorOfPublicationcc7427d2-d1ca-4847-b3af-1b1608acaae6
relation.isAuthorOfPublication.latestForDiscovery1d545ec5-97e3-4688-8115-0901e0494378
relation.isProjectOfPublicationa9940477-25e6-4969-9d12-c913c900c23a
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