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Reports a preliminary assessment of consumer response to and demand for online food retail channels. Data were collected from 243 US consumers who currently buy their groceries online. The majority of online users were younger than 55 years of age, female, and reported annual incomes of 70, 000 or more. Over 70 percent reported convenience and saving time as their primary reasons for buying groceries online but 15 percent cited physical or constraint issues that made it difficult for them to shop at grocery stores. Of the respondents, 19 percent bought all of their groceries online. Also reports demographic and online shopping variables that are significantly related to the primary reason for shopping online, willingness to buy all grocery items online, perception of time spent shopping online vs in the store, and experience with online grocery shopping.
Morganosky et al. (Tue,) studied this question.