Benn, Y., Webb, T.L., Chang, B.P.I. et al. (1 more author) (2015) What information do consumers consider, and how do they look for it, when shopping for groceries online? Appetite, 89. 265 - 273. ISSN 0195-6663
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.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2015 The Authors. Published by Elsevier Ltd. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). |
Keywords: | Front-of package labelling; Online grocery shopping; Label viewing; Pre-purchase information seeking behaviour |
Dates: |
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Institution: | The University of Sheffield |
Academic Units: | The University of Sheffield > Faculty of Science (Sheffield) > Department of Psychology (Sheffield) |
Depositing User: | Symplectic Sheffield |
Date Deposited: | 03 Nov 2015 16:50 |
Last Modified: | 03 Nov 2015 16:50 |
Published Version: | http://dx.doi.org/10.1016/j.appet.2015.01.025 |
Status: | Published |
Publisher: | Elsevier |
Refereed: | Yes |
Identification Number: | 10.1016/j.appet.2015.01.025 |
Related URLs: | |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:91436 |