Off their trolley – understanding online grocery shopping behaviour

Lillian Clark, P. Wright

    Research output: Contribution to conferencePaperpeer-review


    The artefact or object-based models commonly used in interaction design for describing users are inadequate for understanding the complexity and variability of online consumer behaviour, while traditional models of consumer behaviour do not reflect the user’s ability to shape their shopping experience online. To address this gap a framework has been developed for modelling online consumer behaviour and in this paper this framework is used to develop a survey of online grocery shopping in the UK. Analysis of the survey reveals several issues of concern, particularly dissatisfaction with product search capabilities and a conflict between the online consumer’s desires for both empowerment and experimentation.
    Original languageEnglish
    Publication statusPublished - Aug 2007
    EventHome/Community Oriented ICT 2007 conference - Chennai, India
    Duration: 25 Aug 200727 Aug 2007


    ConferenceHome/Community Oriented ICT 2007 conference


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