Background: Since the dawn of internet shopping there has always been consumers who show resistance. Researchers have identified several relevant barriers which inhibit these consumers from shopping online. Now that e-commerce has developed to the point that it could be regarded as mainstream, the resistance that remains is most evident in certain industries, such as the e-grocery industry. Purpose: To identify which general e-commerce barriers are also applicable to the industry of e-groceries, and to understand the resistance shown towards the sector. Also, to evaluate how countermeasures could impact these barriers. Method: A qualitative and abductive approach was used in the study to analyze which barriers are relevant and which are irrelevant. Semi-structured interviews were conducted with participants located in the south of Sweden who have distinct opinions about e‑groceries and show resistance to embracing their services. Conclusion: Six of the original ten e-commerce barriers were deemed irrelevant to e-groceries. The other four were relevant and impacted the embrace of e-grocery services for potential customers. Two new barriers specifically linked to e-groceries were discovered. Countermeasures have to a certain degree influenced how customers have managed to overcome certain barriers.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hj-39835 |
| Date | January 2018 |
| Creators | Berggren, Coralis, Wikström, Sarah |
| Publisher | Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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