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Innovator characteristics as discriminators: The case of online grocery shopping

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Suzanne C. Beckmann

ECOconnection

Contrary to many studies that have investigated consumers' intentions to carry out an online grocery purchase at some point in the future, the study presented here examines whether consumers who have adopted online grocery buying perceive this way of shopping differently from other Internet users. Data from Danish, Swedish and US American Internet users are analyzed in terms of whether general innovator characteristics discriminate between consumer segments. The findings show that these characteristics indeed distinguish between three consumer segments.

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