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Barriers Online: Exploring Consumers' Resistance to E-groceries
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
2018 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Background: Since the dawn of internet shopping there has always been consumers who show resistance. Researchers have identified several relevant barriers which inhibit these consumers from shopping online. Now that e-commerce has developed to the point that it could be regarded as mainstream, the resistance that remains is most evident in certain industries, such as the e-grocery industry.       

Purpose: To identify which general e-commerce barriers are also applicable to the industry of e-groceries, and to understand the resistance shown towards the sector. Also, to evaluate how countermeasures could impact these barriers.                   

Method: A qualitative and abductive approach was used in the study to analyze which barriers are relevant and which are irrelevant. Semi-structured interviews were conducted with participants located in the south of Sweden who have distinct opinions about e‑groceries and show resistance to embracing their services.        

Conclusion: Six of the original ten e-commerce barriers were deemed irrelevant to e-groceries. The other four were relevant and impacted the embrace of e-grocery services for potential customers. Two new barriers specifically linked to e-groceries were discovered. Countermeasures have to a certain degree influenced how customers have managed to overcome certain barriers.

Place, publisher, year, edition, pages
2018. , p. 62
Keywords [en]
E-commerce, Barriers, E-grocery, Consumer Perceptions, Consumer Resistance
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-39835ISRN: JU-IHH-FÖA-1-20180731OAI: oai:DiVA.org:hj-39835DiVA, id: diva2:1213712
Subject / course
JIBS, Business Administration
Presentation
2018-06-05, 11:34 (English)
Examiners
Available from: 2018-07-02 Created: 2018-06-05 Last updated: 2018-07-02Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
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