Ayadi, Kafia; Muratore, Isabelle - In: International Journal of Retail & Distribution Management 48 (2020) 4, pp. 348-362
Purpose: This paper investigates children's influence on their mothers' online grocery shopping. As virtual shopping does not provide instant gratification, the authors explore how children between the ages of 7 and 11 are involved in the online purchasing process (before, during and after the...