Motivations influencing virtual supermarket shopping: An exploratory study using means-end chains analysis

• Main Authors: Thanh Hoai Nguyen, Hai Quynh Ngo, Thu Trang Dương
• Format: Article
• Language: English
• Published: Taylor & Francis Group 2021-01-01
• Series: Cogent Business & Management
• Subjects: virtual supermarket; motivation; consumer; means-end chain; shopping
• Online Access: http://dx.doi.org/10.1080/23311975.2021.1954491

Virtual supermarket shopping has entered a phase of commercial mainstreaming as retailers aim at broadening the customer base, especially in the context of COVID 19 emergence. With the expansion of virtual supermarket shopping (VS-shopping) consumption, there is an increasing need to investigate the variety of consumers’ motivations for engaging in such behavior. This study sought to address this gap by using the means-end chain theory method to explore the motivational complexity of VS-shopping. Based on data collected (n = 67) through the soft-laddering approach, six types of motivation are identified, include Quality of life, sense of accomplishment, Family well-being, Financial security, Self-direction, and Health consciousness. The results are expected to complement both theoretical contributions (additional understanding related to the virtual supermarket) and practical contributions (providing valid knowledge for retailers to create a more favorable service and marketing strategies for VS-shopping consumption).