Prednosti i mane internetske kupovine namirnica iz perspektive potrošača: primjer iz Češke Republike

Over the last decade, online grocery shopping has been a growing e-commerce area, currently representing a multi-billion business. While research has been carried out outlining different aspects of consumers’ general online shopping behavior, grocery shopping has its specificity in its mundanity and everydayness. As a mundane and routine practice, it affects consumers’ everyday lives, as well as other larger-scale issues such as food waste. This paper strives to explore this intersection between online shopping behavior and everyday life. Based on qualitative research, it outlines four behavioral alterations consumers exhibit when switching from offline to online grocery shopping. It then outlines how they fit into and affect their lived experience, creating perceived benefits and/or pitfalls of online grocery shopping.Tijekom proteklog desetljeća internetska kupovina namirnica razvila se u važno područje e-trgovine te trenutno predstavlja multimilijardski biznis. Iako su već provedena općenita istraživanja o različitim aspektima ponašanja kupaca prilikom online kupovine, kupovina namirnica specifična je po svojoj rutini i svakodnevnosti. Kao uobičajena i rutinska aktivnost ona utječe na svakodnevne živote potrošača, ali i na pitanja od šireg značaja, npr. problem bacanja hrane. Ovaj se rad bavi ponašanjem online kupaca i utjecajem online kupovine na njihove svakodnevne živote. Na temelju kvalitativnog istraživanja, opisuju se četiri promjene u ponašanju potrošača nakon prelaska s offline na online kupovinu namirnica. Zatim se opisuje kako te promjene utječu na svakodnevicu potrošača i na njihovu percepciju prednosti i/ili mana internetske kupovine namirnica