1 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University2 MAPP - Centre for Research on Customer Relations in the Food Sector, Aarhus School of Business, Aarhus BSS, Aarhus University3 Department of Management, Aarhus BSS, Aarhus University4 Department of Management, Aarhus BSS, Aarhus University
Internet shopping is a rapid growing form of shopping. A variety of studies have tried to profile shoppers on the Internet, but little effort has been done to provide a theoretical foundation for the research. This paper uses the Theory of Planned Behavior (TPB) to investigate the potential for online grocery shopping. It builds the model on 2 components, intention formation (which is basically the TPB) and a learning component. 614 respondents in Denmark participated in the study. The results show that Perceived Behavioral Control has little influence on the intention to buy grocery products on the Internet, whereas Subjective Norm has the largest impact, especially for respondents who have not already tried to buy grocery products on the Internet.
MAPP; Theory of Planned Behavior; Multipel regression; Forbrugeradfærd; E-handel; Dagligvareindkøb; Multiple regression; Consumer behaviour; E-commerce; Grocery shopping