Emerging Online Grocery Business Models – Exploring Consumer Behavioural Patterns.

Online grocery business models in Germany have not been economically successful so far. While the market share of online fast moving consumer goods in Germany is on a low level (<2%), it is considerably higher in other countries like the UK (8%) or South Korea (20%). With this research in progress, we reveal factors that influence German consumers when shopping groceries online and seek to identify their behavioural patterns. Three qualitative studies with consumers using an online grocery shopping application are currently conducted. Results of the first study show that reliability and trust in the process are core factors for the actual usage of online grocery shopping. We also observed that stress levels of the participants rise in reaction to the technological usability of the application. The analysis in progress highlights unexplored consumer perceptions of online grocery business models and can serve as a bridge to design them customer centric. [ABSTRACT FROM AUTHOR]