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From clicks to consequences: a multi-method review of online grocery shopping

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Abstract

The academic interest in Online Grocery Shopping (OGS) has proliferated in retailing and business management over the past two decades. Previous research on OGS was primarily focused on consumer-level consequences such as purchase intention, purchase decision, and post-purchase behavior. However, there is a lack of literature integrating intrinsic and extrinsic factors that influence the growth of OGS and its impact on purchase outcomes. To address this, we conduct a multi-method review combining traits of a systematic literature review and bibliometric analysis. Analyzing 145 articles through word cloud and keyword co-occurrence analysis, we identify publication trends (top journals, articles) and nine thematic clusters. We develop an integrated conceptual framework encompassing the antecedents, mediators, moderators, and consequences of OGS. Finally, we outline future research directions using Theory-Context-Characteristics-Methods framework to serve as a reference point for future researchers working in OGS.

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Statista Digital Market Insights, November 2022

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Acknowledgements

This study was partially funded by UNIDCOM under a Grant by the Fundação para a Ciência e a Tecnologia (UIDB/DES/00711/2020) attributed to UNIDCOM/IADE – Unidade de Investigação em Design e Comunicação, Lisbon, Portugal.

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Authors and Affiliations

  1. Indian Institute of Management Lucknow, Lucknow, India

    Arvind Shroff

  2. Indian Institute of Management Nagpur, Nagpur, India

    Satish Kumar

  3. Instituto Português de Administração de Marketing – IPAM Lisboa, Lisbon, Portugal

    Luisa M. Martinez

  4. UNIDCOM/IADE, Unidade de Investigação em Design e Comunicação, Lisbon, Portugal

    Luisa M. Martinez

  5. Amrita School of Business, Coimbatore, India

    Nitesh Pandey

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  1. Arvind Shroff
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Correspondence to Satish Kumar.

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Shroff, A., Kumar, S., Martinez, L.M. et al. From clicks to consequences: a multi-method review of online grocery shopping. Electron Commer Res (2023). https://doi.org/10.1007/s10660-023-09761-x

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