AN EXPLORATORY ANALYSIS OF FAMILIARITY AND WILLINGNESS TO USE ONLINE FOOD SHOPPING SERVICES IN A LOCAL AREA OF TEXAS

Online food shopping is not only one of the newest innovations in grocery shopping but also one of the many services integrating the changing needs of consumers and the increasing use of modern technology. A survey was conducted in the Bryan/College Station area of Texas to determine a quantitative profile of consumers, via logit analysis, who are familiar with the concept of online food shopping and who are willing to use an online food shopping service. Older people, females, major shoppers, and people with lower incomes are less likely to be familiar with the concept of online food shopping. Those consumers willing to consider using online food shopping services are those familiar with the concept of online food shopping, those who find convenience as the largest benefit, and those who are chiefly concerned about price, credit card security, and delivery service. Older people and those with no college education are less likely to use online food shopping services.