Off Their Trolley — Understanding Online Grocery Shopping Behaviour

  • Lillian Clark
  • Peter Wright
Part of the IFIP — The International Federation for Information Processing book series (IFIPAICT, volume 241)


The artefact or object-based models commonly used in interaction design for describing users are inadequate for understanding the complexity and variability of online consumer behaviour, while traditional models of consumer behaviour do not reflect the user’s ability to shape their shopping experience online. To address this gap a framework has been developed for modelling online consumer behaviour and in this paper this framework is used to develop a survey of online grocery shopping in the UK. Analysis of the survey reveals several issues of concern, particularly dissatisfaction with product search capabilities and a conflict between the online consumer’s desires for both empowerment and experimentation.


Online Shopping Interaction Design Grocery Shopping Shopping Behaviour Shopping Experience 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© International Federation for Information Processing 2007

Authors and Affiliations

  • Lillian Clark
    • 1
  • Peter Wright
    • 2
  1. 1.Department of Computer ScienceUniversity of YorkUK
  2. 2.Art & Design Research CentreSheffield Hallam UniversityUK

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