“What motivations increase a consumer’s intention to use a mobile
channel vs. the offline channel during the information search and
purchase stage of the shopping process for groceries?”
A quantitative study of grocery shoppers
University of Amsterdam
Faculty of Economics and Business
Master Thesis: MSc. in Business Administration - Marketing track First Supervisor: Frank Slisser
Name: Elvira Heed ID: 11374373
Statement of Originality
This document is written by Student Elvira Heed who declares to take full responsibility for the contents of this document.
I declare that the text and the work presented in this document are original and that no sources other than those mentioned in the text and its references have been used in creating it.
The Faculty of Economics and Business is responsible solely for the supervision of completion of the work, not for the contents.
Acknowledgements
This thesis was written as a final project for the Master program “Business
Administration, Marketing Track” at the Amsterdam Business School of University of
Amsterdam. It is safe to say that completing this paper has been a challenge for me and therefore I would like to take this opportunity to thank the people who have helped to support me throughout this journey.
To start, I would like to thank my supervisor, Frank Slisser, who have not only provided valuable and important feedback throughout the process, but who have also had an understanding of my personal situation and provided me with some great advices. Furthermore, I would like to thank my family for always being there to encourage me to never give up and for always supporting with wise words through difficult times.
I hope you will enjoy reading this research and more importantly receive some new interesting insights within the topic of Mobile Grocery Shopping. Thank you!
Abstract
In the multichannel environment, the mobile channel is growing rapidly and the distinct characteristics of a mobile device imply some essential marketing implications for retailers. The growth of the mobile channel has changed the way in which consumers shop for products due to its ease of access and size. Not only is the mobile device, such as a Smartphone, portable but also continuously used by the consumer. Thus, the
opportunities for using this platform are different in comparison to other online devices and channels. Furthermore, the use of a mobile device for shopping is highly dependent on the context; both in terms of product category and situation. Retailers have therefore considered the integration of this technology in their Omni-channel strategy. However, compared to other industries such as electronics and apparel, the grocery sector has not received as much attention neither within the literature nor in practice in regards to this trend. Moreover, many studies conducted within mobile shopping and m-commerce, mainly focus on the consumers’ intention to adopt mobile devices in general or the intention to use it for purchasing products. The different stages of the shopping process are not as commonly investigated within this context. As such, this study will be of both theoretical and practical relevance, where motivations for using a Smartphone in the shopping process for groceries will be studied.
A quantitative study in terms of a survey has been conducted with 196 respondents in order to answer the specific research question: “What motivations increase a consumer’s
intention to use a mobile channel vs. the offline channel during the information search and purchase stage of the shopping process for groceries?” More specifically, the extrinsic and
intrinsic motivations of Perceived Usefulness, Perceived Ease of Use, Perceived Enjoyment
5
importance in relation to channel usage intention of the mobile vs. the offline channel for different stages of the shopping process was the main focus for this research.
More specifically: a regression analysis was conducted to test eight individual hypotheses to answer the above stated question of research. Findings include that perceived enjoyment is the only motivator that has a significant impact in the channel-choice for grocery shopping.
Keywords: Shopping motivations, Shopping phases, Mobile shopping, Grocery shopping,
Table of Contents
1. Introduction………
1
1.1 Practical Background……….1
1.2 Theoretical background………...…….3
1.3 Mobile Services
………51.3.1 Mobile services within the grocery sector………..…6
1.4 Objectives and Purpose……….7
1.5 Research Question………....8
2. Literature review………
8
2.1 Previous models in Mobile Adoption………..…8
2.1.1 Technology Acceptance Model (TAM)……….…..8
2.1.2 The Motivational Model………..………9
2.2 Consumption motivations
………102.2.1 Extrinsic motivations (Utilitarian)………11
2.2.2 Intrinsic motivations (Hedonic)……….12
2.3 Purchase categories
………132.3.1 Grocery products……….14
2.3.1.1 Grocery shopping motivations………..…15
2.3.1.2 Type of grocery shopping……….17
2.4 The Shopping Process………..………...……….…..17
2.4.1 Consumer decision-making process………17
2.4.2 Information Search……….…18
2.4.3 Product Purchase...19
2.4.4 Consumer channel choice………...19
2.5 Description of the different variables and hypotheses
………212.5.1 Extrinsic motivations…………...21
3. Conceptual framework……….……
28
3.1 Delimitations………….………29
3.2 Contributions and implications………30
4. Method……….………
31
4.1 Sampling………31
4.2 Research Design………..33
4.3 Questionnaire Design………..34
4.4 Research Procedure……….…36
4.5 Measurement of variables………37
4.5.1 Independent variables……….……….37 4.5.2 Dependent variables………..394.5.3 Actual behaviour and Socio- demographics……….40
5. Data Analysis………...
41
5.1 Preliminary tests
………425.1.1 Missing values and recoding……….…42
5.1.2 Descriptives of socio-demographics………42
5.1.3 Descriptive statistics of actual behaviour……….44
5.1.4 Reliability test………46
5.1.5 Computing scale means………...49
5.2 Hypotheses testing………....50
5.2.1 Correlation check and matrix………...50
5.2.2 Multiple regression……….52
5.2.2.1 Testing for intentions to use Smartphone vs. grocery store………...53
5.2.2.2 Predictors influencing intention to use mobile vs. offline during search...55
5.2.2.3 Predictors influencing intention to use mobile vs. offline during purch….57 5.3.1 Other predictors based on demographics and actual behaviour………...60
6. Discussion……….
62
6.1 Extrinsic motivations in relation to channel choice………62
6.2 Intrinsic motivations in relation to channel choice………...65
6.3 General thoughts & discussion……….67
7. Conclusion & Managerial implications………..….….
69
8. Limitations and future research……….…..
70
I. Reference list………...
73
II. Electronic references………...
77
1. Introduction
1.1 Practical Background
In this new era of technological revolution brands and retailers can no longer rely merely on in-store marketing strategies, (Nielsen, 2014).Compared to previous generations, consumers have access to a wider variety of technologies in today’s
retailing environment. Changes in lifestyles imply that the consumer want to undertake the purchase process during times and places which are most suitable to their personal needs, using technologies that are most convenient and useful for them, (Cook, 2014). The traditional process of buying products consisting of the different stages: research, purchase and after sales, remains the same. However, today’s consumer can now use various channels within the purchase process to perform the different tasks. This new environment offers retailers the opportunity to create the shopping experience seamless in order to meet the needs of their consumers, (Cook, 2014). As a result, both online and mobile platforms have been introduced by many retailers in order to extend and
complement traditional channels, (Verhoef et al., 2007).
Many consumers today combine different channels in order to complete their shopping process, (Konus et al., 2008). Consumer shopping behaviours tends to differ across online and offline channels in terms of both product categories and the sensitivity to instruments of the marketing mix, (Campo & Breugelmans, 2015).Therefore, it is important for retailers to understand what drives the behaviour of multi-channel shoppers in order to retain existing consumers but also to be able to attract new consumers in each channel. Furthermore, since consumers have different goals at the different stages of the purchasing process, the choice of channel may be explained by
various motivations for the search, purchase and after purchase stage (Frasquet et al., 2015).
Although multi-channelling has received a lot of attention recently within the retail world, compared to most other industries, the grocery sector appears to have been falling behind, (Foodlogistics, 2015). However, this has recently proven to change as an estimation shows that online grocery shopping will increase by 21.1% annually through 2018 which has forced conventional grocery retailers to adapt to changing consumer demands and speed up their processes, (Foodlogistics, 2015). Moreover, an increased trend within grocery shopping behaviours shows to be the development of mobile shopping. For example, in a 2016 survey conducted in the U.S it was found that 43% of Millennials use their mobile phones to shop for groceries. The device is used for tasks such as searching for coupons, creating shopping lists or to look for promotions prior to shopping (Progressivegrocer, 2016). Nonetheless, other product categories such as consumer electronics seem to be more affected, where 60% of consumers have a higher willingness to use the mobile device for gaining product information, rather than visiting the physical store, (eMarketer, 2015).
Mobile shopping has become an alternative way for consumers to search, browse,
compare and purchase products online from retailers at any time and anywhere through a mobile device. Although the concept of mobile shopping has existed for over a decade, the actual breakthrough came when more advanced mobile devices such as the
Smartphone was introduced to the market, (Groß, 2015).Due to the increased use of Smartphones, the notion of mobile shopping is continuously growing in popularity in many markets.Within the specific context of mobile devices and services, however, the
current academic research on the adoption behaviour is sparse, especially with a focus on investigating the use of a Smartphone (Holmes et al., 2013).
Consequently, more research is necessary to investigate what critical factors influence a greater use of such a device for the different stages of the consumer decision making process for information search and product purchases, (Shankar et al., 2009). Retailers and marketers will be able to better develop a more effective marketing strategy when they gain further knowledge about the drivers of mobile device and services adoption during the customer decision making while shopping for products, (Shankar &
Balasubramanian, 2009). The increased digitalized trend within the grocery industry, (Lim, Widdows & Hooker, 2009), also makes this topic and sector highly relevant and interesting to explore further.
1.2 Theoretical background
Marketing research shows that the motivation notion is strongly connected to the concept of needs and wants. Previous research demonstrates that shopping motivation is one of the key constructs in studies examining shopping behaviour and is highly relevant for creating strategies in retail marketing (Jayasankaraprasad & Kathyayani 2014). Both extrinsic and intrinsic motivations have shown to have an impact on a person’s intention to use information technologies, such as mobile Internet and services, (Feng et al., 2016). Perceivedusefulness and enjoyment are two examples of such
motivations (Groß, 2015). Other studies suggests that, when describing the intention to use mobile services, specific characteristics of the information technology (i.e.
connectivity and monetary value), the characteristics of individuals using such
technology (i.e. personal innovativeness) and the characteristics of the task of which the mobile service is applied, should be taken into consideration, (Lee et al., 2012).
The majority of research, which has been conducted on the adoption of mobile devices and services, examine the adoption of these services in general, without focusing on a specific context or product category. In the cases where a specific industry has been examined, apparel and electronics are found to be the most popular product categories studied for mobile shopping, (Ko et al., 2009; Parker & Wang 2016). However, according to some authors, differences have been shown in consumer behaviour and preferences depending on the type of product being purchased, (Frasquet et al., 2015; Holmes et al., 2013). Grocery products have not yet been extensively researched in the literature in regards to online and mobile shopping, (Ramachandran et al., 2011), where this
category involves purchase decisions that are noticeably different from other categories (Verhoef & Langerak, 2001). Hence, it is important for grocery retailers and marketers to understand the motivations that drive their customers to shop using their mobile device in order to improve their services, (Ramachandran et al., 2011). Furthermore, as mentioned earlier, customers have different goals for the different stages of the
shopping process. Nevertheless, the existing studies on the adoption of mobile devices and services do not often distinguish between the different phases of the decision-making process of the consumer (Shankar & Balasubramanian, 2009). The intention to use a mobile device for shopping is not always clearly defined or strictly focuses on the mere purchase intention of obtaining products, (Agrebi & Jallais, 2015). Thus, there is still a call for examining the motivations that affect the different stages of the consumer decision-making process including other phases such as information search or
evaluation of alternatives.
The general conclusion drawn from reviewing the above mentioned literature is that there is still a need to extend already existing research on mobile shopping to provide important insights that can be of high relevance for marketers and retailers. Overall,
there is limited knowledge in regards to mobile shopping behaviours and usage of mobile retail services in the academic literature. Lu and Su (2009), clearly highlights that more knowledge regarding factors that influence the adoption of mobile shopping is necessary. More specifically, the motivations behind the use of a mobile device for
shopping is indeed an area where more studies are welcomed to provide useful insights, (Ström et al., 2014). For long it has been argued that “understanding and adapting to
consumer motivation and behaviour is not an option – it is an absolute necessity for competitive survival”, (Engel, Blackwell & Miniard, 1995, p.12).Accordingly, studies centred on enhancing the understanding of the motivations that affect the consumer to use their Smartphone vs. the offline channel in the shopping process for groceries, are welcomed to shed light on these topics.
The specific purpose and objective of this research paper, together with the research question is presented in section 1.4 and 1.5 of this paper. First, a short introduction of mobile services in general and thereafter a description of mobile services within the grocery sector will be presented in order to provide a better understanding of this concept.
1.3 Mobile Services
The mobile device may be used by consumers for shopping in order to satisfy various motives and perceive the value of the outcome differently, depending on the context, (Thakur, 2016). Retailers today have the tools to extend the focus from products to offer consumers further support for their own purchase processes and thus assist consumers in ways that go beyond the traditional exchange, (Saarijärvi et al., 2014).Such
extensions include activities provided on the mobile device, such as searching for specific products, in- store product availability and look up other promotional offers.
The mobile – services are aimed at providing solutions to the customers that make their everyday life easier and hence support value-creating processes for consumers,
(Saarijärvi et al., 2014). Thus, mobile services supplied by companies are not only centred on the purchase of products but also allowing the consumer to perform other activities related to mobile shopping in a more efficient way.
1.3.1 Mobile services within the grocery sector
Different mobile services, such as content and transaction services through a mobile device have been introduced recently, especially within the context of food retailing, (Saarijärvi et al., 2014).More specifically, many grocery retailers now provide mobile applications and websites, which allow the consumer to receive promotional offerings, both personal and weekly, recipe recommendations and inspiration, as well as
opportunities to create and share shopping lists, (Coop, 2017). Furthermore, the customer is provided with the ability to look up additional information in terms of product availability, price and content, (ICA, 2017). These mobile services also offer the consumer the opportunity to easily purchase groceries through their Smartphone (Mathem, 2017).These types of mobile services change the ways consumers make their decisions, as more convenient access to a large amount of information and other tools, can be incorporated in their everyday tasks, (Saarijärvi et al., 2014).The goal of these services is to influence the holistic consumer shopping experience.
As mobile services are customized and accessible at all times, independent of location and time, they increase the value for customers, (Ström et al., 2014). This implies advantages that are unfulfilled trough other channels. As a consequence, the omnipresent and universal access to information and the ability to offer more personalized consumer experiences makes m-services highly critical for retailers,
(Nysveen et al., 2005). Trough m-services, food retailers have the opportunity to
support their customer’s pre- and post purchase activities which allows them to extend the stages of interaction with their customers. As a result, mobile services can support the customer during the entire shopping process,(Saarijärvi et al., 2014).Furthermore, mobile services offer customers values that can be of utilitarian, hedonic, social and monetary nature, despite the stage of interaction with the retailer, (Ström et al., 2014).
1.4 Objectives and Purpose
Based on the theoretical and practical backgrounds mentioned above, two main objectives have been identified, which will be examined in this study. (1) First of all, research regarding mobile usage for shopping in general or in different environments, shows that this channel is less developed in the grocery sector compared to other industries, such as apparel or electronics. However, due to the increased digitalized trend in the grocery sector, it can be expected that the mobile channel, such as the Smartphone, will have an increased importance within this industry. Thus, the motivations that influence increased usage of a Smartphone, compared to the offline channel, for this specific product category will be studied in order to comprehend its current status and future growth.
Furthermore, as the shopping process for products includes different stages in the consumer decision-making, it is important to specifically look at the motivations affecting the different stages of this process, which often is ignored, (Frasquet et al., 2015). There is evidence from previous research showing that the consumer’s decision regarding the use of various channels, in fact differs across the different stages when comparing various product categories, (Holmes et al., 2013). (2) Therefore the second objective of this study is to look at how the motivations differs in importance regarding
various stages of the shopping process and not only the mere purchase intention, when comparing the mobile device to the offline channel. In addition to this, it seems that no prior research yet has extended the Technology Acceptance Model, in combination with the Motivational Model when examining the specific product category of grocery
products.
1.5 Research Question:
In order to accomplish the objectives stated in the previous section, the main question, which will guide the current research, is:
“What motivations increase a consumer’s intention to use a mobile channelvs. the offline channel, during the information search and purchase stage of the shopping process for
groceries?”
2. Literature review
The following chapter is divided into sections that present different areas of previous research relevant for this study. First, theories related to previous models in mobile adoption are presented, followed by concepts of different consumption motivations. The third and fourth section discusses the phases of the shopping process and purchase categories. Thereafter the selected variables and the proposed hypotheses are reviewed in order to present the conceptual framework that will serve as the basis for this thesis.
2.1 Previous models in Mobile Adoption
2.1.1 Technology Acceptance Model (TAM)
One prevailing model within the area of researching the acceptance of use for a new technology is the Technology Acceptance Model (TAM) developed by Davis (1989). In short it suggests that as a new technology is introduced, several variables affect a user’s
willingness to embrace it as well as how and when to do so, (Davis, 1989). Thus, it does not only explain but predicts a person’s acceptance and usage of information
technologies for a certain task. There are two main beliefs of specific interest within the TAM, which help explain technology acceptance behaviour: Perceived Usefulness and
Perceived Ease of Use, (Davis 1989). Many researchers have used these as two essential
and valid constructs in order to describe the intention to adopt new information
technologies. Since its introduction to the field of research, the model has been popular to implement when trying to predict the social acceptance and use of novelty
technologies that are still being developed and refined (Kallweit et al, 2014).
Furthermore, a popular use of the model has been with the addition of unique variables selected by researchers in order to customize the TAM to a specific area of research. As a result, TAM provide researchers with a model that allows them to better understand why a technology is accepted or not, in other words the model presents “a basis for
tracing the impact of external factors on internal beliefs, attitudes and intentions” (Davis
et al, 1989, p.985).
2.1.2 The Motivational Model
A supplement to the Technology Acceptance Model used by researchers has been The Motivational Model in order to encompass motivational and personality traits into the research and to overcome potential limitations of TAM, (Venkatesh et al, 2003). Kushwa and Shankar (2007) investigated 24 different product categories using demographics among other covariates to define multi-channel shopper segments. One key finding was that segments could rely on different channels during different stages of a purchase. Another common finding when investigating multi-channel use is that the choice of channel during separate stages in the shopping process is driven by different variables. Frasquet et al., (2014), defined channel-based segments to explain the choice between
online and offline channels in each stage of the shopping process for electronics and apparel, using extrinsic and intrinsic motivations combined with socio-demographic variables. Findings included that channel usage differs depending on the stage of the shopping process. Extrinsic motivations explain that a consumer prefers to use the online channel, in order to reach rewards as a consequence of using the device. On the other hand, intrinsic motivations, explains the usage of the online channel as the consumer attains rewards in the process of using it, (Frasquet et al., 2015).
As this current study also intends to investigate and explain channel usage for different stages of the consumer journey for grocery shopping, an extension of the TAM-model combined with The Motivational Model to add the dimensions of extrinsic and intrinsic motivations will be used.
2.2 Consumption motivations
An important predictor of choice of store and usage of various channels is consumer motives and orientations, (Hsiao et al., 2012). Previous literature has explored
numerous motivators explaining shopping behaviour. Tauber (1972) views shopping as different behaviours of attaining desired products or the value a consumer receives from the shopping process in itself. The most basic motivation of a consumer could be to simply find products that he or she is in need of. However, the author argues that there are other reasons for shopping, besides functional, which include the satisfaction received during the shopping experience. The two main shopping motivations can be classified into hedonic and utilitarian, (Tauber, 1972). Shopping motivations have also been categorized into two distinct directions towards which resources such as money, time and effort can be allocated, namely; extrinsic motivations concerning functional
needs and intrinsic motivations concerning non-functional needs, (Deci & Ryan 2000). Both of these motivations will be discussed in the subsequent section.
2.2.1 Extrinsic motivations (Utilitarian)
Utilitarian motivation is characterized by mission critical, decision effective, rational and goal oriented, thus the consumer already has a purpose for shopping (Hirschman & Holbrook, 1982). In other words, the assumption is that the consumer is a rational problem-solver and the utilitarian perspective stresses the functional, product- centric thinking. Research has focused on the decision processes of consumers and
consumption is viewed as a task to accomplish a predefined goal as effective as possible, (Ritamäki et al., 2006). Based on the research of Wolfinbarger and Gilly (2001),
utilitarian motivation can be categorized into accessibility or convenience, selection, information availability and lack of sociality. Thus, these different components should contribute to enable the consumer to obtain the needed product more effortlessly during a shopping process. When the task- related needs are fulfilled the consumer experience utilitarian value and therefore it is suggested to be instrumental and
extrinsic, (Ritamäki et al., 2006).In other words, extrinsic motivation is defined by Teo, (2001), as a task which is carried out due to the reinforcement value of the outcomes. Consumers that are concerned with completing a task as efficiently as possible with minimum costs of the scarce resources, such as time, money and effort, are driven by extrinsic motives, (Jayasankaraprasad & Kathyayani, 2013).
In previous studies, perceived usefulness and social influence are examples of two variables that have been used to measure extrinsic motivation within the context of mobile commerce, (Chan & Yee-Loong Chong, 2013). Mobile users do not merely use their mobile device for enjoyment, but also to solve issues (Yang, 2010). In that sense,
the extent in which a person believes using a mobile device will support and simplify the shopping process, the more inclined that person will be to use it, (Venkatesh et al., 2012).Furthermore, mobile- commerce has some clear advantages over wired Internet connections, such as the anywhere and anytime connection, (Chan & Yee-Loong Chong, 2013). Therefore, customers may find the mobile channel to deliver utilitarian values, including efficiency as well as location and time convenience, (Thakur, 2016).
2.2.2 Intrinsic motivations (Hedonic)
Hedonic motivations, in contrast to utilitarian, refer to the consumption behaviours in which the consumer is searching for happiness, sensuality and enjoyment. In other words, the hedonic consumers enjoy the shopping experience and are not simply motivated to complete a task or obtain the physical product, (To, Liao & Lin, 2007). Thus, when the shopping journey or activity is cherished in itself, irrespective of a purchase, the consumer experiences hedonic value. Hedonic value, in comparison to utilitarian value, is abstract and subjective, where entertainment and exploration are considered to be the main motivators. Shopping is viewed as an adventure and
enjoyment is created through activities such as browsing or searching, bargain hunting and variety seeking, (Timo et al, 2006). Hedonic motivation can be classified into categories such as adventure and explore, authority and status, in accordance to the work of To, Liao & Lin (2007). Hedonic motivations are furthermore viewed as being intrinsic, where researchers explains that when a person carry out a task in lack of evident reinforcement, other than the process of completing the task in itself, intrinsic motivation takes place, (Teo et al., 1999). In other words, a consumer with intrinsic motives performs an activity because they enjoy completing it and find it personally gratifying,(Jayasankaraprasad & Kathyayani, 2013).
The mobile channel may be preferred in certain shopping contexts, which contribute to higher emotional values such as filling spare time during travels or other breaks,
(Thakur, 2016). An example of an intrinsic motivation variable tested within the context of mobile commerce is perceived enjoyment. Consumers will tend to use a certain type of technology more extensively if they find the experience of using it more fun and enjoyable, (Wei et al., 2009). Previous research has examined whether users of mobile commerce were convinced by the enjoyment of engaging in various activities using the mobile device or if the mere perceived ease of use, determines their willingness to engage in the various activities offered on this channel, (Chan & Yee-Loong Chong, 2013). The authors found that perceived enjoyment has a positive effect with the usage of various m-commerce activities.
To summarize the previous section, different shopping motives are found to affect a consumer’s attitude towards and intention to use various retail stores or channels for shopping. Previous literature recognizes that both utilitarian and hedonic motives are the main reason of store choice and behaviour of consumers also in various grocery shopping contexts, (Jayasankaraprasad & Kathyayani, 2013). The most essential out of these motivations found to be relevant for this specific study, will be reviewed further in the following section under 2.3.1.1 Grocery shopping motivations.
2.3 Purchase categories
The classic typology of purchasing categories consists of (1) routine problem solving, (2) limited and (3) extensive problem solving behavior. Any purchase situation will be placed alongside the range of these three categories depending on the level of active evaluation necessary for a specific purchase decision, i.e. the type of product being purchased (Butler & Peppad, 1998). It is argued that product category has an influence
on the use of different channels for shopping. Petereson et al (1997) highlights the need to include product characteristics regarding the influence of the Internet for the search and purchase stages of the shopping process. Other research strengthen this view as they provide evidence that the utility in which one channel provides for a specific stage is found to depend on the type of product being purchased, (Balasubramanian et al., 2005).
Furthermore, specifically in the context of mobile shopping, research has found that the overall use of the mobile phone increases for products with a higher level of
involvement and decreases for products with a lower level of involvement, (Holmes et al., 2013). Noteworthy to mention is also that the intention to use a certain channel for shopping has found to be dependent on the location or situation the consumer is currently in. Although the mobile medium is characterised by its benefits of being accessible everywhere and anytime, (Chan & Yee-Loong Chong, 2013), research has found that consumers mostly perform their mobile shopping activities at home, regardless of the shopping phase. Interestingly, however, is that the importance of various locations differs by product category, (Holmes et al., 2013). Consequently, overall this suggests a reason to believe that different types of products imply
differences in consumer behavior concerning channel choice in the shopping process. Next, the specific product category of groceries will be reviewed more in detail in terms of product category, grocery shopping motivations and types of grocery shopping. 2.3.1 Grocery products
Grocery products are perishable, variable as well as seasonal. This implies that they are different in nature, compared to other retailing products, such as clothing or electronics. Purchases of groceries are a necessity and the way they are purchased is different from
purchases within other industries, (Mortimer et al., 2016). In contrast to most consumer purchase contexts, the shopping experience for groceries is distinguished by two
important factors. Park, Iyer & Smith, (1989) explain that the first factor implies that several purchase goals need to be met through the processing of various stimuli such as brands, products and real-time product information. Secondly, habitual and routine purchases, which are made frequently, are something that characterizes the grocery sector where consumers visit the store regularly. As a result, these factors create a unique context, where purchase intentions usually vary based on different situational factors (Park, Iyer & Smith, 1989).
2.3.1.1 Grocery shopping motivations
As mentioned in the previous section regarding consumption motivations, purchase decisions are highly conditioned by the consumer’s objective of a specific purchase. This may include satisfying needs, obtaining important items, emotional gratification or pure entertainment purposes. These reflect various shopping motivations, such as utilitarian or hedonic, which in turn will affect a consumer’s decision-making in the shopping process, (Babin, Darden & Griffin, 1994).
Motivations for grocery shopping may be different from other product categories, such as apparel, (Geuens et al., 2001).Grocery shopping is often viewed as a stressful and unpleasant task, where it is conceived as a chore that needs to be completed in the most efficient way, (Jayasankaraprasad & Kathyayai 2013). Regarding the habitual and routine characteristics of this type of purchase, where the main objective usually concerns obtaining various products, (Solomon et al., 2006), grocery shopping can be considered as an activity with an underlying utilitarian motivation. The consolidation of grocery stores and the competition from new store formats, such as the introduction of
electronic grocery shopping services, have resulted in advanced utilitarian motives of consumers,(Jayasankaraprasad & Kathyayani, 2013; Verhoef & Langerak, 2001). However, other researchers have also found evidence that grocery shopping is considered to be both satisfying and enjoyable since more innovative and modern grocery formats have been introduced to offer more exciting and rewarding shopping experiences, (Baker et al., 2002; Dholakia 1999).
Grocery shopping has a more negative association compared to shopping for other products such as apparel, according to a qualitative study conducted by Geuens et al, (2003). However, whether shopping for groceries is perceived as more or less negative or positive, depends on the time pressure of the consumer. The increased time pressure and inflexibility of consumers has resulted in changes in consumer shopping motives, where efficiency is found to be critical. Accordingly, a crucial motive is convenience, which allows the consumer to save time and effort regarding store choice and purchase decisions,(Jayasankaraprasad & Kathyayani, 2013). Moreover, clarity, availability and quality were identified as the most important needs within traditional grocery shopping in order to provide a satisfying shopping experience (Geuens et al., 2003). Research further provides support that consumers command more choice and value propositions. Value for money and time, assortment as well as reliability are other dimensions of utilitarian motives, which affects consumers’ behaviour and choice of store. On the other hand, the hedonic motive of grocery shopping has been acknowledged as shopping enjoyment, entertainment and arousal, (Jayasankaraprasad & Kathyayani, 2013). This suggests that, although grocery shopping typically may be viewed as being pursued by utilitarian motivation, this is not necessarily always the case. Altogether, previous literature acknowledges that both utilitarian and hedonic motives are the main reason of store choice and behaviour of consumers also in various grocery shopping contexts.
2.3.1.2 Type of grocery shopping
The choice of store has additionally been argued to be moderated by the type of grocery shopping being performed, such as major versus fill in shopping. Consequently, the grocery shopping behaviour will differ, depending on the type of grocery shopping being performed, (Nilsson et al., 2015).Major shopping requires more time investment and effort of the consumers as the objective is to purchase many items at once. In contrast, fill in purchases, are more frequent and conducted in order to replenish perishables such as bread, eggs and milk and products for more instant use. In terms of e-commerce, stock- up grocery categories are found to be the primary selection, whilst more
immediate items, such as more fresh foods have slower adoption, (Nielsen, 2015). These arguments further support the notion that different types or characteristics of products, also within the grocery category, have an importance for the channel choice of the consumer.
2.4 The Shopping Process
Today’s consumers can choose between different channels within each purchase phase in the multi-channel retailing environment, where the main concern is to find the optimal solution to their current needs, (Cook, 2014). In the up coming part, a short description of the consumer decision- making process is introduced, then the two phases of information search and purchases relevant for this study are discussed, followed by consumers’ choice of channel during the shopping process.
2.4.1 Consumer decision-making process
The traditional framework for the purchase decision-making process consists of five different phases in which the consumer undergoes until his or her needs are satisfied; (1) problem recognition, (2) information search, (3) evaluation of alternatives, (4)
purchase and (5) after purchase behaviour, (Solomon et al., 2006). First, the consumer
identifies a need that desires to be satisfied via the search for different solutions.
Information that is gathered is later evaluated and alternatives are compared in order to complete a purchase. Next step is the purchase stage, which centres on the action of the purchase and the actual decision to buy a product, i.e. the transaction. Finally, post purchase behaviour includes the stage where the consumer evaluates the product or service in terms of satisfaction or dissatisfaction, (Butler and Peppad, 1998). However, many decision-making processes are not coherent with this model. Several external factors including a consumer’s motivation and characteristics have an impact on how a consumer moves from one stage to another, (Solomon et al., 2006). The current study will limit the focus on the two decision-making phases of information search and purchase intention of the shopping process; hence a more detailed explanation of these phases are elaborated on further.
2.4.2 Information Search
Search behaviour can be characterized as both goal and exploration oriented according to Jamiszewski (1998). The aim of the search for goal-oriented consumers is to collect desirable product information of products they want to purchase. On the other hand, consumers that are exploration oriented, search merely for browsing product
information, without any particular target in mind. The joy of searching behaviour not only comes from what the consumers find but also from the process of searching itself, (Jamiszewski, 1998). Therefore, both utilitarian and hedonic motivations are suggested to influence the search intention of shopping on the Internet. Search behaviour on the Internet is, in other words comparable to that of the search intention in physical stores. However, compared to physical stores, the Internet is suggested to be less time and effort consuming for the search phase. As the Internet overcomes the limitation of space
and time, it is found to be more convenient for browsing and hence increases the search intention for consumers significantly, (To, Liao & Lin, 2007).
2.4.3 Product Purchase
A consumer who finds a website as having more function and utilitarian value, the higher the purchase intention will be for that consumer. In contrast, the enjoyment or entertainment quality of the website is not likely to directly stimulate purchase
intention but rather exploration oriented searching behaviour, (To, Liao & Lin, 2007). In other words, hedonic shopping motivation has a greater impact on search behaviour compared to the purchase behaviour. The above-mentioned arguments are interpreted as being applicable for any product category and online platforms. However, as research have suggested that the type of product category has an influence on the shopping behaviour of the consumer, (Holmes et al., 2013), it is still of high relevance to find out whether the above-mentioned arguments still holds true for grocery shopping using a Smartphone.
2.4.4 Consumer channel choice
Consumers are found to use different channels for the different phases of the decision- making process and the utility the consumer gain from searching on or purchasing from the multiple channels determines the channel choice (Konus et al., 2008). The most common multichannel pattern is to search online and purchase offline due to the efficiency in which the online channel offers for information search prior to purchase, (Frasquet et al., 2015).Researchers also discuss the lack of lock-in power of the Internet channel, suggesting that this channel is not able to easily convert searchers into buyers. As a result, consumers tend to search for information using the online channel and visit the store to make their purchases. Verhoef et al (2007), define this as the
research-shopper phenomenon, where consumers tend to use one channel for information search and another channel to make purchases.
Recent research has examined motivations of channel choice between offline and online across all the different stages of the purchase process for apparel and electronics,
(Frasquet et al., 2015). Different intrinsic and extrinsic motivations were found to have an impact on the choice of channel at each shopping stage. Findings showed that
perceived usefulness is a key variable positively affecting the use of the online channel vs. offline for both information search and for the purchase stage, in regards to both product categories. Perceived enjoyment of the Internet was also found relevant to explain usage of the online channel concerning all the stages of shopping, but only for apparel. Time pressure, however, was not found to be a significant motivation of channel usage. This entails that the consumer does not perceived the online channel as a time – saving alternative. The same insignificant result was obtained for perceived ease- of- use, indicating that the online channel is not preferred above the offline channel, at any stage of the shopping process in terms of this variable, (Frasquet et al., 2015). The authors, however, do not explicitly distinguish between different online platforms in their research. This could have some big implications as Internet users and mobile users are found to have different preferences in terms of channel attributes. It is therefore important to comprehend that online shoppers, may fall into another segment than mobile shoppers, (Laukkanen, 2007).
When investigating the usage of the mobile phone for shopping across different types of products, researchers have found that the mobile medium was shown to have a higher level of usage in the information search stage, than in the purchase stage of the shopping process, (Holmes et al., 2012). The channel, which is found to be of most importance for
the purchase stage, is the physical store. In summary, the authors found a significant difference when it comes to the level of use of various channels in regards to the different phases of the consumer decision-making process. The differences between mobiles and computers were found to be significant as well as mobile and stores,
(Holmes et al, 2012). However, the specific motivations to explain these differences still remain unclear.
Overall, previous research on multichannel segmentation has found that some consumer segments mostly use one single channel to perform their shopping activities, (Konus et al, 2008; Schröder & Zaharia 2008). Other segments use various channels at the
different stages of the shopping process, (Kushwaha & Shankar, 2007) and the choice of channel for search and purchase is also suggested to be driven by different variables, (Verhoef et al., 2007). Consequently, it is expected that consumers use channels
differently also during the shopping process for groceries, which is caused by different motivations.Thus, the following section will go through the specific motivational variables, which have been chosen to further investigate the intention to use a Smartphone vs. the offline channel in the shopping process for groceries.
2.5 Description of the different variables and hypotheses
In the below part of this section, selected motivational variables for this specific study will be presented and discussed. The selection has been made based on previous research and what is suggested to be most suitable for the purpose of this thesis. Furthermore, the hypotheses and the Conceptual Framework are announced. 2.5.1 Extrinsic motivations
Perceived usefulness (PU). PU is defined by Davis (1989) as “the degree to which a
(Davis, 1989, p.320). In other words, this variable captures an extrinsic motivation, as it adds to the instrumentality of a channel and improves the performance of the shopping process, (Venkatesh, 2000). Thus, the more useful a channel is perceived to be for the consumer, the more he or she will be inclined to use it during the shopping process. This variable has been incorporated in many models, mostly showing a positive relationship, in explaining attitudes or intentions to use an online channel for purchases (Childers et al., 2001). Perceived usefulness has more specifically been confirmed to be the most significant determinant of a consumer’s intention to use mobile –commerce, (Wei et al., 2009). In this thesis, perceived usefulness is defined as the belief that the mobile device will improve the effectiveness of a shopping process, as it allows the consumer to be anywhere at anytime to perform the task (Shankar & Balasubramanian, 2009).
Moreover, due to the nature of grocery shopping, perceived usefulness is an important factor to include, as efficiency and convenience is found to be highly critical for this type of product category. These factors allow the consumer to save time and effort regarding store choice and purchase decisions,(Jayasankaraprasad & Kathyayani, 2013). In other words, the physical effort necessary to shop for groceries using a Smartphone is lower compared with the physical effort required to visit a retail store to purchase groceries, (Verhoef & Langerak, 2001). Hence, it is suggested that the mobile channel is perceived as more useful compared to the physical store when consumers experience in-store grocery shopping to be physically exhausting.Furthermore, the mobile channel may also provide a shopping environment that is more comfortable and convenient for the
consumer, i.e. at a consumer’s personal home, (Wolfinbarger & Gilly, 2001).
All in all, the online channel is suggested to be especially useful during the search phase as it allows the consumer to easily compare and evaluate products as well as to quickly
look up essential information. Hence, the online channel is proposed to lower the information search costs for the consumer, (Balasubramanian et al., 2005) and increase the attractiveness of the channels, (Verhoef et al., 2007). Moreover, other researchers suggest that if a consumer considers an online channel as having more function and utilitarian value, the more purchase intention he or she would have, (To, Liao & Lin 2007). To conclude, as mentioned earlier, perceived usefulness was also found to positively affect the use of the online channel vs. the offline channel, for information search and for the purchase stage, in regards to both apparel and electronics, (Frasquet et al., 2015). Consequently, these arguments provide a reason to believe that this
extrinsic motivation has an influence on both of the shopping phases in regards to channel choice and the following is hypothesized for grocery shopping:
• H1a: A higher level of perceived usefulness of the mobile channel is positively
associated to the intention to use the mobile channel (vs. the offline channel) for the search phase of grocery shopping
• H1b: A higher level of perceived usefulness of the mobile channel is positively
associated to the intention to use the mobile channel (vs. the offline channel) for the purchase phase for grocery shopping
Time pressure (TP). Consumers in general receive utilitarian value from service
delivery, which is conducted in an efficient and timely manner (Childers et al., 2001). The mobile device is a medium, for which this argument is highly applicable as it enables consumers to gather information and perform transactions anywhere at anytime,
(Balasubramanian et al., 2002). Time is viewed as the consumer’s most valuable and least replaceable asset. Thus, in this time-sensitive marketplace companies compete for time and the main value from mobile services is suggested to be derived from the time- savings they can offer (Newell &. Newell, 2001). Shankar et al., (2003) strengthen the argument in regards to mobile value creation and propose that the mobility a mobile
device offers enable the consumer to perform consumption goals in a more economical way compared to other channels. Other researchers also support the fact that time convenience is one of the most essential benefits for mobile service delivery, (Kleijnen et al
.,
2007). This is true, especially within the retail environment, where the advantage of time convenience makes it easier to attain various services, (Hourahine & Howard, 2004). Based on these arguments, a retailer’s ability to leverage the omnipresence of the mobile device and make use of its time convenience and efficiency will lead to value perceptions of a consumer, especially for a consumer pressured for time.Furthermore, as already mentioned, whether grocery shopping is perceived as a more or less negative activity, will depend on the time pressure of the consumer. Hence, this motivation becomes highly applicable to study also within in this context. Bruner
(2009), define time pressure as the extent in which the customer feel that time is lacking in order to perform a certain task. Consequently, busy consumers will find the time consuming aspect of visiting traditional retail stores for purchasing groceries as
unfavourable or inconvenient, (Verhoef & Langerak, 2001).Electronic grocery shopping through i.e. a Smartphone provide busy consumers the opportunity to save time, as groceries can be ordered anywhere at anytime.Furthermore, consumers pressed for time usually do not satisfy their personal and social shopping needs via shopping in-store, (McDonald, 1994). As a result, busy consumers are suggested to be more likely to consider mobile grocery shopping instead of visiting the grocery store.
In general, consumers who are pressed for time will seek convenient channels to purchase products and spend less time searching for product information (Frasquet et al., 2015). Time pressure is therefore viewed as an extrinsic motivation as it is
consumers are shown to find online shopping to be time saving, (Alreck & Settle 2002). Other researchers finally argue that the online channel is most likely to be chosen for purchases when consumers lack time, (Chocarro et al., 2013). Overall, this suggests that the time pressure of the consumer may have an influence on choice of channel during different phases of the shopping process. Therefore time- pressure will be examined as an extrinsic motivation that could influence the choice of channel during the information search and purchase stages of the shopping process for groceries:
• H2a: A higher level of time pressure is positively associated to the intention to use the mobile channel (vs. the offline channel) for the search phase for groceries
• H2b: A higher level of time pressure is positively associated to the intention to use the mobile channel (vs. the offline channel) for the purchase phase of groceries
2.5.2 Intrinsic motivations
Perceived ease of use (PEOU). This variable, “captures the “user’s subjective evaluation
on how much cognitive effort he or she must expend when using the system” (Davis 1989,
p.320). In other words, perceived ease of use is a critical determinant, which may influence the use of a particular system. Perceived ease-of-use of the online channel, (in this case the Smartphone), is defined as the extent, to which the consumer finds using the Internet for shopping will imply little effort, (Frasquet et al., 2015). The consumers’ evaluation of ease of use and ease of learning how to use a specific channel is measured by this variable Hence, the motivation of the consumer is based on the judgement of the intrinsic aspect of the system including the process and interface involved in using it, (Gefen & Straub, 2000).
It is proposed that consumers today have learnt how to use and navigate online
a Smartphone), stay an important factor in affecting a consumers attitude and behaviour for online purchases, (Rose et al., 2012). Thus, it is theorized that the actual use of a mobile device for shopping is affected by perceived ease of use. Moreover, particularly the features related to a channel’s ease of use has an impact on the attractiveness of the use of the channel to search for product information, (Verhoef et al., 2007). However, there is inconsistency in previous literature of the explanations on how this variable influence attitude towards using the mobile channel for shopping and different types of products or contexts are also found to have an effect, (Kulviwat et al., 2007).
Nonetheless, the above-mentioned arguments still suggest that perceived ease of use may have an effect on channel choice in both of the shopping phases of information search and product purchases.
Although there are numerous benefits connected to the mobile device, one of the biggest limitations, as well as benefit, is the size of the medium. It is therefore thought to be relatively more challenging to interact with mobile devices, (Balasubramanian et al. 2002). As a consequence, this limitation may harm the ease of use of the mobile channel. Therefore, if a consumer for example, finds shopping groceries using a Smartphone, too difficult and that the effort that needs to be contributed to shop using the device, offset the performance benefits, it may be less preferable to be used, (Venkatesh, 2000). Thus, this is a reason why it is relevant to study this variable within the context of mobile shopping for groceries and the following hypotheses will be investigated:
• H3a: A higher level perceived ease-of-use of the mobile channel is positively
associated to the intention to use the mobile channel (vs. the offline channel) for the search phase of grocery shopping
• H3b: A higher level perceived ease-of-use of the mobile channel is positively
purchase phase for grocery shopping
Perceived Enjoyment (PE). “For many consumers, shopping is an experience that
transcends product purchase”, (Alba et al., 1997, p.48).Consumers, who fulfil personal and social shopping needs through visiting traditional retail grocery stores, may view the loss of shopping enjoyment a critical disadvantage of mobile grocery shopping. Hence, when in-store grocery shopping is found to be highly enjoyable, the consumer could arguably find electronic grocery shopping to be incompatible with their shopping behaviour and experience, (Verhoef & Langerak, 2001).However, Internet may provide additional enjoyment as a user who finds using a form of technology, fun and enjoyable, are inclined to use it more comprehensively, (Wei et al., 2009). Thus, perceived
enjoyment refers to the degree in which the consumer believes using an online channel, such as a mobile device, as fun and pleasant for shopping in itself, (Chan & Yee-Loong Chong, 2013).
In previous research, perceived enjoyment is revealed to influence the attractiveness of the online channel for purchasing and general attitudes toward this channel, (Verhoef et al. 2007; Childers et al., 2001). There is however, restricted evidence into how perceived enjoyment of the online channel influences the use of the Internet for information
search. More specifically, it is still unclear whether this intrinsic motivation influences consumers’ different usage of mobile- commerce, such as for information search,(Chan & Yee-Loong Chong, 2013). To, Liao & Lin (2007), on the other hand, argue that the enjoyment or entertainment quality of a channel is likely to stimulate exploration
oriented searching behaviour. In other words, hedonic shopping motivation is suggested to have a greater impact on search behaviour compared to the purchase behaviour.
Based on this, it may be expected that channel use for search and purchase can be explained by the perceived enjoyment of the mobile shopping experience.
As grocery shopping is viewed as a chore, which needs to be completed regularly, it is generally perceived as more negative compared to shopping for other product
categories. It is therefore relevant to find out weather a mobile medium in terms of a Smartphone, enhances the shopping experience for grocery products, compared to visiting the physical grocery store:
• H4a: A higher level perceived enjoyment of the mobile channel is positively associated to the intention to use the mobile channel (vs. the offline channel) for the search phase of grocery shopping
• H4b: A higher level perceived enjoyment of the mobile channel is positively associated to the intention to use the mobile channel (vs. the offline channel) for the purchase phase for grocery shopping
3. Conceptual framework
The conceptual model presented below, which serves as a basis for the quantitative data collection and analysis of this study considers concepts that have been previously
presented in the literature review. Since all concepts cannot be included in this study, the most essential factors were selected in order to obtain an idea of what motivations influence a consumer’s decision to choose the mobile vs. the offline channel in the shopping process for groceries. The composition of the conceptual framework is presented in the figure below and the delimitations are further elaborated on in the section that follows.
Figure 1 – Conceptual Framework
3.1 Delimitations
After reviewing the literature concerning the topic of shopping motivations and channel usage in the shopping process, it is evident that there are a number of different
dimensions that plays a role. Studies have shown that there are additional factors that have an impact in regards to channel choice for product purchases, i.e. such as the location of the consumer and also the type of product being purchased. This is true not only between distinct product categories, but also within a category, such as the
characteristics of a certain product. Clearly there are also many more motivations, apart Extrinsic motivators
Intrinsic motivators
Intention to use mobile channel vs. offline channel during purchase
phase Intention to use mobile
channel vs. offline channel during search
phase
Perceived Usefulness Time pressure
Perceived ease-of-use Perceived enjoyment H1a (+) H1b (+) H2a (+) H2b (+) H3a (+) H3b (+) H4a (+) H4b (+) Grocery products
from those chosen for this study, which has an influence on channel choice for grocery shopping. However, although it would have been interesting to further investigate all these dimensions more in depth, some delimitations had to be made for this current study.
As such, the type of grocery product that will be examined are examples of stock up groceries as this category is found to be most suitable for electronic grocery shopping in general, regardless of platform. Furthermore, the different motivational variables have been selected on the basis of what is most suitable for the purpose of this thesis and the specific context. Finally, all the different stages of the consumer decision-making process will not be examined in relation to the motivations. Focus will be on the two phases, concerning the information search and purchase intention, as these are suggested to be the most relevant for the current study.
The role of the different variables and the complete procedure of the data collection will be described in the method section of the thesis under point 4.
3.2 Contributions and implications
It has been clear that consumers usage of a mobile device within the context of shopping has been less developed in the grocery sector, where most academic studies has focused primarily on product categories such as clothing or electronics. There is, however, clear evidence that there is an increased digital trend within grocery retailing. Therefore, it is important to increase the understanding of what motivations influence the usage of this particular channel in the shopping process for groceries.
As retailers today introduce more channels for their customers to conduct purchases through, it also becomes more important for them to understand what role each channel
plays in the shopping journey in order to provide the best consumer experience. Thus, this study aims to help grocery retailers become more knowledgeable of the needs and expectations of the mobile channel as a shopping tool, compared to the physical store. This enables grocery retailers to make the most use of the mobile channel in a way that is appreciated by their customers, which as a result should have a positive impact on their business.
4. Method
Quantitative data through an online survey needs to be collected in order to be able to test the proposed hypotheses for this research. The following section will go through essential parts, which needs to be recorded on in order to provide an understanding of the components of this research and how it is set up. First, the sample of the study will be presented followed by the research and questionnaire design. Then the research procedure is discussed and the final part of this section explains how the different variables are measured.
4.1 Sampling
The population of the study consists of grocery shoppers and includes respondents with different personal characteristics. The data results are suggested to be more reliable and generalizable when consumers of different backgrounds and characteristics are
included in a research. A non-probability sampling technique, in a non-random manner, is used, as a sampling frame cannot be retrieved from this large population of grocery shoppers. Accordingly, the probability of each respondent to be selected from the entire population is unknown, (Saunders et al., 2009). Convenience sampling is chosen as a technique in order to reach many respondents mainly due to time constraints and also
as the respondents found on the social media platform, Facebook, are suggested to match the criteria necessary for this research.
Representativeness means that the results acquired from the sample can be generalized for the entire population from where the sample was drawn as it has the same
characteristics as the population, (Easterby-Smith et al., 2008). The representativeness and generalizability of the results, however, cannot be guaranteed through convenience sampling, as the respondents who are excluded in the research, may be different
(regarding certain characteristics) from those who are included, (Neuman, 2012). Bias can, not only be introduced when some entities are excluded from the sample, but also when there is a low response rate. This in turn reduces the representativeness,
(Easterby-Smith et al., 2008). In other words, there is a high risk of biased selection and low external validity when using a non- probability sampling technique; hence, the results cannot be generalized on other individuals outside the survey, (Neuman, 2012). Saunders et al., (2009), however, argues that there is still a possibility to generalize about the population using a non-probability method, but not on statistical grounds, (Saunders et al., 2009).
Based on these arguments, in order to increase the probability of having an increased representative sample and to better be able to generalize the results over the
population, the goal for this study is to achieve a large sample size, (Saunders et al., 2009).Furthermore, as the current study includes many variables and as web-surveys typically show low response rates, a large sample size is favourable, (Malhotra, 2010). Another sampling technique used in this research is the snowball sampling.
Respondents were asked to spread the link to the questionnaire among members of their personal network of Facebook, with the aim of further increasing the response
rate. Consequently, as previous studies have shown a response rate of between 40-50% (i.e. Verhoef et al., 2007), the survey was sent out to reach at least 400 respondents. Out of the 196 responses that were finally collected, 147 were fully completed, which is proposed to be a sufficient amount for this type of research.
4.2 Research Design
In order to test the motivational variables against channel choice for the two stages of the grocery shopping process, an anonymous web-based questionnaire was sent out to respondents. This quantitative research through a survey is appropriate as it enables to reach a broad audience in an affordable and timely manner, in order to gather the necessary data to answer the study’s’ research question, (Saunders et al., 2009). Thus, it appears to be a relevant choice of method for the current research due to the
predetermined time frame and limited financial budget provided. This type of research design also facilitates to compare the responses of a large amount of people as the data gathered from a survey often are standardised, (Saunders et al., 2009). The obtained data is suggested to be reliable as the selection of possible answers is restricted and where the analysis of the data does not require the responses to be transcribed, (Malhotra, 2010).More importantly, this method is preferable as a survey allows the researcher to measure the underlying factors at the same time and to identify potential relationships between the examined variables, (Saunders et al., 2009; Malhotra, 2010). Furthermore, a self-administered questionnaire was preferable as it provides the respondents with the opportunity to complete it at a time and place that is convenient and comfortable for them which hopefully increases the willingness to contribute to the research. As the respondents also have the chance to remain anonyms through a self-administered questionnaire, socially responsible answers are reduced, (Saunders et al.,
