CONSUMERS’ WILLINGNESS TO BUY FOOD VIA THE INTERNET: A REVIEW OF THE LITTERATURE AND A MODEL FOR FUTURE RESEARCH

Kim Bjarne Ramus and Klaus G. Grunert ()
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Kim Bjarne Ramus: The MAPP Centre, Aarhus School of Business, Postal: The Aarhus School of Business. The MAPP Centre, Fuglesangs Allé 4, 8210 Aarhus V, Denmark
Klaus G. Grunert: The MAPP Centre, Aarhus School of Business, Postal: The Aarhus School of Business. The MAPP Centre, Fuglesangs Allé 4, 8210 Aarhus V, Denmark, http://www.asb.dk/staff/mis/klg.aspx?page=%7BD2EF131D-1969-413C-9080-2E0067D9F24F%7D

No 84, MAPP Working Papers from University of Aarhus, Aarhus School of Business, The MAPP Centre

Abstract: In the first part of the paper, existing studies on consumer propensity to buy via the Internet are reviewed in an attempt to shed light on factors explaining consumer willingness to buy food via the Internet. Following a model by Sindhav and Balazs (1999), determinants relating to medium, product, consumer, firm and environment are distinguished. In order to draw the various results together and provide a coherent framework for future research, we then propose a model which combines the Theory of Planned Behaviour and the lifestyle construct. The model can be used to analyse how beliefs affecting consumers intention to buy food via the Internet are formed and changed due to experience with such shopping

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Pages: 28 pages
Date: 2004-09-02
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