Understanding the factors influencing subscription-based online grocery shopping adoption - A qualitative study
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School of Business |
Master's thesis
Authors
Date
2024
Department
Major/Subject
Mcode
Degree programme
Information and Service Management (ISM)
Language
en
Pages
55 + 12
Series
Abstract
Online grocery shopping (OGS) has experienced a significant surge in popularity among Finnish consumers. It has emerged as a favourable method for consumers to fulfill their daily needs for essential food products, especially during and after COVID-19. While its adoption during the pandemic due to the unprecedented circumstances of lockdowns and social distancing measures has been well-studied, the motivation behind consumers’ continuous use of subscription-based models for such services in the post-pandemic era calls for further investigation. To contribute to the theoretical development in this field, this study aims to develop a conceptual framework by addressing the following research questions: “What factors or barriers influence the adoption of the subscription-based model for online grocery shopping (OGS) in the Helsinki region?”. Following a literature review on technology adoption, the empirical section of this research adopts a qualitative approach, utilizing the Template Analysis technique on primary data collected from 12 semi-structured interviews. As a result, a conceptual framework was developed, identifying the following constructs as factors influencing consumers’ decision to adopt subscription-based OGS: performance expectancy, effort expectancy, economic considerations, subscription experience, service experience, and sustainability concerns. These findings contribute to a deeper understanding of consumer behaviors with regards to the adoption of subscription-based OGS services and can be leveraged for further quantitative testing. It also underscores the importance of the identified factors for service providers to tailor their marketing strategies and product offerings.Description
Thesis advisor
Liu, YongKeywords
online grocery shopping, UTAUT2, subscription, technology adoption