An Empirical Investigation of Online Grocery Shopping Behaviors Based on Different Generations

  •  Jung-Im Seo    


The Coronavirus 19 (COVID-19) pandemic has significantly impacted on consumers’ grocery shopping habits and lifestyles. Online grocery shopping is one of the promising ways to have little contact as well as increase convenience. For this reason, the sales and revenues of online grocery shopping have been dramatically increasing during the pandemic. The purpose of this study to explore online grocery shopping behaviors of different generations and their shopping intentions toward online grocery shopping during and after the pandemic. Data were collected from Amazon Mechanical Turk (MTurk) and Southeast region in U.S.A with convenience sample. All Generations know that online grocery shopping is a very useful and pleasure shopping method to purchase foods during the pandemic, but only two Generations (Y and X) plan to keep their online grocery shopping services after the pandemic. Amazon Fresh and Walmart.Com are the popular online applications for online grocery shopping among Generation Z, Y, and X. On the other hand, Baby Boomers believe that grocery shopping through the internet is not easy, and they had a hard time to find grocery items on the website. Generation Z and Baby Boomers prefer to shop their grocery items at the off-line grocery stores after the pandemic.

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