HOW ONLINE GROCERY
SHOPPING DIFFERS FROM
OFFLINE
The mediation effects of various brand- and product-types, leading to increased number of purchased products
The rise of online (grocery)
shopping
• E-commerce sales
Research
• Current research, much focused on Risk- and
Trust-issues
• Less focused on different purchase behaviour
• Multiple indications for altered purchase behaviour online
Repurchased brands
• Personalized websites
• Preferred brands are primed more
Brand-types
• Private label brands
Primed more prominently online
• Premium- & National brands
Online, lower price sensitivity
• High market share brands
Product-types
• Non-food products
Long-tail effect
• Non-sensory products
Easy to judge quality
• Promoted products
Methodology
• Variance > Mean Negative Binomial
• λ > 10 Linear Model
• Zeroes cannot be observed Truncated Poisson/NB
Outcome
• Online grocery shopping will increase the number
products purchased by consumers via more:
• Repurchased brands (.25%)
• Promoted products (.04%)
• High market share brands (.03%)
• Non-food products (.004%)
• Thus, no effect found for premium- & national-brands,
Interesting side-effect
• Direct effect of online grocery shopping
• The more a consumer becomes a “online grocery
shopper”, the more products he or she will purchase
• So, online grocery shopping is an extension rather
Implications
• Research the needed investment for online transition
• Make online shoppers more active online
• Focus on personalization
Limitations
• British market
• Brand type effects based on limited categories
