Understanding consumer online grocery behavior: results from a Swedish study

Empirical results concerning consumer online grocery behavior are presented in this paper. Lisrel results from a web-based study among Swedish online consumers suggest that the constructs perceived relative advantage, perceived information accessibility, perceived order accessibility, perceived online grocery risk, and attitude towards online grocery shopping is capable of explaining a high proportion of the variation in consumers' future online grocery shopping intention. Multigroup analysis shows that several variables (including education, age, gender, income, and previous online grocery shopping experience) may moderate the effects of the investigated constructs on consumer online grocery behavior.