The results also indicate that consumers may hesitate from repeat online buying if they are faced with high online complexity. Implications and future research directions are discussed. K EY W ORDS : Online grocery behaviour, repeat online buying, conceptual model, Lisrel multigroup analysis Introduction Within some product categories (e.g. books, electronic games, music CDs and videos) online shopping has strong consumer acceptance. However, in other categories, such as online grocery shopping, online retailers have faced diﬃculties in reaching breakeven (Ring and Tigert, 2001; Kempiak and Fox, 2002). Thus, several authors have pointed to the need for more research concerning consumer online grocery shopping behaviour (e.g. Geuens et al ., 2003; Delaney-Klinger et al ., 2003). Much research (e.g. Verhoef and Langerak, 2001) concerning consumer adoption of online grocery shopping has studied consumers’ intentions to carry out an online grocery purchase at some point in the future. Although exceptions exist (e.g. Morganosky and Cude, 2000, 2002; Friese et al ., 2003), few studies have been concerned with studying consumers who already have purchased groceries via the Internet. While many consumers have not yet carried out online grocery buying (Geuens et al ., 2003), it is relevant to investigate what inﬂuences such consumers’ future online buying intentions. However, in a longitudinal study of already experienced online grocery shoppers Morganosky and Cude (2002) found that one- third of the shoppers did not continue online grocery shopping. Among the reasons Correspondence Address: Torben Hansen, Department of Marketing, Copenhagen Business School, Solbjerg Plads 3, 2000 Frederiksberg, Denmark. Tel.: þ 45 3815 2100; Fax: þ 45 3815 2101; Email: [email protected] Int. Rev. of Retail, Distribution and Consumer Research Vol. 16, No. 1, 93 – 114, February 2006 ISSN 0959-3969 Print/1466-4402 Online/06/010093-22 Ó 2006 Taylor & Francis DOI: 10.1080/09593960500453617 Downloaded by [University Library Utrecht] at 14:27 04 August 2013
cited for discontinuation were ‘relocation’ (e.g. respondent transferring to another region) ‘online system too slow’, ‘delivery personnel’, and ‘cost of the service’. Customer loss is highly unfortunate, as it is generally believed that it is more expensive to attract new customers than to hold onto present customers (Blackwell et al ., 2001). Therefore, the future commercial success of online grocery retailing depends, to a large extent, also on whether consumers who have carried out an online grocery buying will repeat purchasing groceries via the Internet. A retailer can hardly make a long-term living on just attracting new customers. Thus, online grocery retailers have a high interest in gaining insights on what inﬂuences consumers’ repeat online buying behaviour. Based on such considerations, the purpose of this paper is to investigate what factors determine repeat buying behaviour of already experienced online grocery consumers. The paper is organized as follows. First, we present a literature review on consumer online grocery behaviour. Then we develop a conceptual model for
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