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Customer Attitudes towards Online Grocery Shopping in Germany: Determining Factors, Potential Changes and Recommendation of Action for the Traders’ Cooperative Göppingen

  • The present master thesis assesses the customer attitudes towards e-food in Germany. As more shoppers are ordering their groceries online, stationary food retailers are increasingly interested in the development and acceptance of e-food. In the secondary literature review, the determining factors of the customer attitude towards ordering groceries online were identified through the Tricomponent Attitude Model, shopper characteristics and the Technology Acceptance Model. Additionally, potential changes in the customer attitude in the next five years were assessed. The theoretical findings were tested for their relevance and underlying motivations using qualitative in-depth expert and shopper interviews. Ultimately the results were analyzed, compared, and interpreted regarding their theoretical and managerial implications. As a result, a recommendation of action was derived for the Traders’ Cooperative Göppingen. The findings suggest that the customer attitude depends on the perceived value of e-food based on its benefits and risks, the relationship quality built on emotions, satisfaction, and trust, and the switching intentions depending on the customer loyalty. The shopper’s motivation, situation, and technological abilities are stronger predictors than socio-demographic characteristics. Even though German shoppers are curious to try e-food occasionally, they are still skeptical and need to be convinced of the utility. The results indicate a slowly improving attitude in the next five years resulting in more hybrid cross-channel shoppers. As a result of the Covid pandemic, e-food became a convenient alternative for certain products and situations. As some shoppers and market shares are expected to drift online, stationary grocery stores like Edeka Staufers must focus on their advantages in terms of social interaction and multi-sensory shopping experience.

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Author:Victoria Weißhaar
Advisor:Martin Fleischmann
Document Type:Master's Thesis
Year of Completion:2022
Granting Institution:Hochschule Furtwangen
Date of final exam:2022/02/17
Release Date:2022/02/24
Tag:Customer attitude; Food retail; Grocery delivery service; Online grocery shopping; e-food
Degree Program:IMM - International Management
Functional area:Marketing
Licence (German):License LogoUrheberrechtlich geschützt