Katrijn Gielens (UNC Kenan-Flagler) presents paper "On Consumer Disadoption in Online Grocery Shopping" on September 21
On September 21 at 15:00 CEST, Katrijn Gielens (UNC Kenan-Flagler) will present the paper '“Logging Off”: On Consumer Disadoption in Online Grocery Shopping' in our joint Marketing Science Seminar series at Business Data Science (VU, UvA, and ESE).
Program
15:00-15:30: Presentation - Katrijn Gielens (UNC Kenan-Flagler Business School, United States)
15:30-16:30: Discussion with the speaker
There will be 30 minutes of presentation, and roughly an hour of post-discussion with the research master and PhD students. Should you want to be present for this post-discussion (a “look behind the scenes”), feel free to let us know at seminar@businessdatascience.nl.
This seminar is part of the joint Marketing Seminars Series at Business Data Science (VU, UvA, and ESE) with a fantastic line-up of speakers that will present their research online in the Marketing Science elective course and seminar series. Please send an email to seminar@businessdatascience.nl if you are interested to participate in this seminar (series) and are not yet on the mailing list. View all upcoming seminars in our events calendar.
Abstract
For the longest time, online grocery shopping has been lagging behind. With the spread of the Covid Pandemic, an uptick in grocery ecommerce has been observed worldwide. But is this truly the ‘new normal’? In general, the online channel is believed to reduce shopping effort and save precious time. The question is whether this also holds for grocery. Recent anecdotal evidence indicates that experiences with online grocery shopping have been less than ideal and that many, even after repeated trials, disadopt the online channel.
In this study, we document the prevalence of online grocery-channel disadoption, using data on more than 5,000 Dutch households over the period 2015-2020, covering more than 1.3 million household-weeks of purchases. Our results show that the vast majority of online shoppers abandon the channel relatively quickly. We find substantial heterogeneity in disadoption patterns and distinguish four segments that differ in their propensity to disadopt the channel, and also in the reasons why they abandon ship. We further find that the Covid pandemic does not seem to ‘jump start’ the online grocery channel: while it may tempt shoppers to try the channel, few are converted into more permanent users of online. Joint paper with Els Gijsbrechts.
Keywords: Online channel, grocery shopping, disadoption, Covid