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A Multi-Method Study of Consumer Behavior – Towards a Better Understanding of the Consumer’S Perspective on Online Grocery Shopping

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A Multi-Method Study of Consumer Behavior – Towards a Better Understanding of the Consumer’S Perspective on Online Grocery Shopping A MULTI-METHOD STUDY OF CONSUMER BEHAVIOR – TOWARDS A BETTER UNDERSTANDING OF THE CONSUMER’S PERSPECTIVE ON ONLINE GROCERY SHOPPING Von der Fakultät für Wirtschaftswissenschaften der Rheinisch-Westfälischen Technischen Hochschule Aachen zur Erlangung des akademischen Grades einer Doktorin der Wirtschafts- und Sozialwissenschaften genehmigte Dissertation vorgelegt von Sarah Ranjana Güsken, M.Sc. Berichter: Univ.-Prof. Dr. rer. pol. Frank Piller apl. Prof. Dr. rer. nat. Sabina Jeschke Tag der mündlichen Prüfung: 4. Dezember 2020 Diese Dissertation ist auf den Internetseiten der Universitätsbibliothek online verfügbar. Preface Preface Summary Food is the basis of our existence. It is therefore not surprising that the food industry is the largest trading sector worldwide and is still continuously growing. However, the proportion of groceries purchased online is still rather low. Only 2.4% of the revenue in the worldwide grocery industry is currently generated via online sales. This is especially remarkable as e-commerce is well established in many other industries such as fashion, entertainment, and banking. Moreover, new and innovative ways of connecting people to groceries will be needed as societies undergo demographic shifts. Younger people tend to want to make purchases over the internet and have the offline purchase more as an experience than a necessity, while older people need to secure their grocery supply; even if they enjoy shopping for groceries offline, they still may want barrier- free services that deliver groceries to them for those times that they may not be able to transport them by themselves. Because of its social and economic relevance, the online grocery industry is a highly interesting field of research. Many researchers have worked in this area in recent years. Much of this research was undertaken using online customer and retailer data in specific countries such as the US or UK. Research on Germany-specific developments is, however, rare. The objective of this dissertation is to expand and enhance existing research on the online grocery industry. I strive to gain a holistic understanding of German consumers’ behavioral intentions and subsequently to derive information that can support the development and re-design of online grocery business models. From a methodological perspective, I employ an interdisciplinary mixed-methods approach combining quantitative and qualitative research data. The diverse research methods and settings address various related research questions that are approached with six distinct studies in three articles. In the first paper, I develop a research framework that comprises the key drives of German consumers’ behavioral intention to use online grocery shopping. I use Technology Acceptance Model 3 predictors and combine them with external variables that have been explored in recent online grocery shopping literature. I add factors that I extract from three qualitative customer workshops. I subsequently evaluate the framework with data from 213 online survey participants. For the analysis of the data, I deploy a structural equation modeling approach: more precisely, the partial least square methodology. The framework describes 41% of the behavioral intention to use online grocery shopping for consumers with online grocery shopping experience and 43.4% for consumers without online grocery shopping experience. These values imply additional factors i Preface extending beyond the developed framework. From this result, I derive the need for further investigation of online grocery shopping adoption behavior. The second paper addresses this need by exploring customer experiences through two ethnographic studies using research diaries. By analyzing the data inductively and deductively, I find that consumers’ reluctance to embrace online grocery business models is caused by several factors, most importantly the insufficient usability of the technical applications as well as limited product assortments and delivery coverage throughout Germany. I find that even if users are able to handle the online interfaces, the existing limitations make it difficult for consumers to integrate online grocery shopping into their daily lives. I further point out that current online grocery business models leave no room for spontaneity, for playfulness, for serendipity, for the delight of making happy, unplanned discoveries. The coronavirus crisis appeared during my studies, and I find that this situation has been both a positive and negative amplifier for the adoption of online grocery shopping. In the third paper, I change perspective and investigate the structures of 40 current operating online grocery business models. I extract 60 online grocery business model patterns concerning regular business activity and 19 crisis-driven patterns that account for the shift in business models caused by the SARS-CoV-2 pandemic. To structure the extracted patterns, I develop a taxonomy of online grocery business model patterns and transfer it into a morphological box scheme. To help others to put this information into practice, I subsequently propose a proceeding in seven steps. Finally, to connect the results of the third paper with the results of the first and second paper, I compare unfulfilled customer needs to the extracted business model patterns and highlight the business model dimensions that are in high demand for adjustments to reach business model success. In conclusion, my dissertation complements to the literature on online grocery shopping behavior and online grocery business models, while it simultaneously contributes to the understanding of consumer behavioral intentions, technology acceptance, and the lack of business model success in Germany. By looking at the customer ecosystem as well as the individual customer level, I confirm the importance of customer-centered business models. Simultaneously, I highlight the need for further research in this regard. Through analyzing customer behavior during the German lockdown and the corresponding shift of online grocery shopping business models, I furthermore contribute to the research on COVID-19-driven behavioral mechanisms. ii Preface Zusammenfassung Lebensmittel sind eine Grundlage unseres Lebens. Es ist daher wenig überraschend, dass die Lebensmittelindustrie den weltweit größten Handelssektor darstellt, der zudem kontinuierlich wächst. Dennoch ist der Anteil an Lebensmitteln, die über das Internet erworben werden, gegenwärtig sehr gering. Gerade einmal 2,4% der weltweiten Lebensmittelverkäufe werden aktuell über Online-Verkaufskanäle umgesetzt. Dies ist deshalb erstaunlich, da E-Commerce in vielen anderen Industrien wie Mode, Unterhaltung oder dem Bankenwesen bereits vollständig etabliert ist. Darüber hinaus werden durch die demografische Entwicklung westlicher Staaten neue Formen der barrierefreien Lebensmittelversorgung in Zukunft immer größere Bedeutung gewinnen. Der Online-Lebensmittelhandel ist wegen seiner sozialen und wirtschaftlichen Relevanz ein hoch interessanter Forschungsbereich, dem sich in den vergangenen Jahren viele international forschende Wissenschaftler*innen gewidmet haben. Ein Großteil der Forschungsarbeiten beschäftigt sich mit landesspezifischen Daten von Online-Konsument*innen und Händler*innen, beispielsweise aus den USA oder dem Vereinigten Königreich. Das spezifische Verhalten von deutschen Online-Kund*innen und diesbezüglichen Geschäftsmodellen wird jedoch nur vereinzelt adressiert. Die Zielsetzung dieser Dissertation ist die Erweiterung des bestehenden Forschungsstands zum Online-Lebensmittelhandel in Deutschland. Hierfür wird ein ganzheitliches Verständnis der Strukturen der Konsument*innenakzeptanz, der Nutzungsintention sowie der individuell beeinflussenden situativen Faktoren angestrebt. Diese Erkenntnisse fließen in Entscheidungshilfen zur Gestaltung von erfolgreichen Geschäftsmodellen ein. Im Rahmen von drei wissenschaftlichen Aufsätzen kommt ein interdisziplinärer Methodenmix zum Einsatz, der quantitative und qualitative Forschungsinstrumente umfasst. Der erste Aufsatz entwickelt ein Forschungsgerüst, das die Kerntreiber der Nutzungsabsicht des Online-Lebensmitteleinkaufs deutscher Kund*innen betrachtet. Dazu werden Prädiktoren des Technologie-Akzeptanz-Modells 3 genutzt und mit externen Variablen kombiniert. Darüber hinaus werden Faktoren ergänzt, die im Rahmen von qualitativen Konsument*innenworkshops erarbeitet wurden. Dieses Forschungsgerüst wird mit Daten aus einer Online-Umfrage mit 213 Teilnehmer*innen evaluiert. Zur Datenanalyse wird die Methode der partiellen Regression der kleinsten Quadrate aus der Strukturgleichungsmodellierung genutzt. Zusammenfassend erklärt das Forschungsgerüst 41% der Variable Nutzungsabsicht des Lebensmitteleinkaufs für Kund*innen, die bereits Erfahrungen in diesem Bereich gemacht haben, und 43,4% für iii Preface Kund*innen, die noch keine Erfahrungen im Online-Lebensmitteleinkauf gesammelt haben. Die Ergebnisse implizieren die Existenz zusätzlicher, über das entwickelte Forschungsgerüst hinausgehender Faktoren. Der zweite Aufsatz untersucht deshalb unter Einsatz von Forschungstagebüchern die Kund*innenerfahrungen während des Online-Lebensmitteleinkaufs. Durch induktive sowie deduktive Analyse der Daten wird herausgearbeitet, dass sich die verhaltene Nutzung von Online- Lebensmittel-Geschäften in einer unzureichenden technischen Nutzbarkeit der angebotenen Anwendungen sowie in einer nicht hinreichenden Lieferabdeckung begründet. Durch unvollständige Produktsortimente, unzureichende
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