Change search
ReferencesLink to record
Permanent link

Direct link
Consumer Attitudes Towards Online Grocery Shopping: A Research Conducted on Swedish Consumers
Jönköping University, Jönköping International Business School.
Jönköping University, Jönköping International Business School.
Jönköping University, Jönköping International Business School.
2015 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Purpose: The aim of this research is to investigate if positive attitudes influence the intentions to purchase groceries online. In order fulfil the purpose and test the relationship between attitudes and intentions, the Theory of Planned Behaviour is used as the underlying theoretical model.

Background: The e-commerce market in Sweden is regarded as one of the most developed e-commerce markets in Europe, however the grocery market is still striving for an online breakthrough. One of the largest obstacles for the online grocery market is the lack of consumer adoption. Previous research has emphasized the importance of understanding consumer attitudes and its influence on the consumers’ intention to adopt an e-commerce behaviour. Existing theories recognize a gap within positive attitudes’ and their influence on the intentions to adopt e-commerce.

Method: An explanatory strategy and a deductive approach were applied in order to test the Theory of Planned Behaviour. Three hypotheses were developed based on the model. The empirical study was based on a quantitative approach and the data collection was made possible through an online survey targeted towards adults in Sweden. Furthermore the analysis of the data was done in SPSS through factor analysis, correlation matrix, descriptive variables and multi linear regression analysis, this provided answers for the hypotheses with a 95% confidence interval.

Findings and conclusion: The analysed empirical findings presented overall positive attitudes, as well as a strong correlation between positive attitudes and intentions within online grocery shopping. This answers the research question and fulfils the purpose of examining the influence that positive attitudes have on intentions within the field of online grocery shopping. This research successfully tests the Theory of Planned Behaviour and suggestions for further research is to examine the underlying factors in a qualitative study. 

Place, publisher, year, edition, pages
2015. , 65 p.
Keyword [en]
Consumer Behaviour, Attitude, Theory of Planned Behaviour, E-commerce, Intention, Online Grocery Shopping
National Category
Business Administration
URN: urn:nbn:se:hj:diva-26652ISRN: JU-IHH-FÖA-1-20150019OAI: diva2:812884
2015-05-20, Jönköping International Business School, Jönköping, 14:00 (English)
Available from: 2015-06-08 Created: 2015-05-20 Last updated: 2015-06-08Bibliographically approved

Open Access in DiVA

fulltext(1876 kB)5236 downloads
File information
File name FULLTEXT01.pdfFile size 1876 kBChecksum SHA-512
Type fulltextMimetype application/pdf

By organisation
Jönköping International Business School
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 5236 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 1030 hits
ReferencesLink to record
Permanent link

Direct link