Digimums' online grocery shopping: the end of children's influence? - Aix-Marseille Université Access content directly
Journal Articles International Journal of Retail and Distribution Management Year : 2020

Digimums' online grocery shopping: the end of children's influence?

Kafia Ayadi
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Abstract

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 purchase) with their digital mothers (digimums). Design/methodology/approach-We collected qualitative data from 27 separate semistructured interviews of mothers and their children.
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Dates and versions

hal-03607933 , version 1 (14-03-2022)

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Attribution - NonCommercial

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Kafia Ayadi, I. Muratore. Digimums' online grocery shopping: the end of children's influence?. International Journal of Retail and Distribution Management, 2020, 48 (4), pp.348-362. ⟨10.1108/IJRDM-09-2019-0291⟩. ⟨hal-03607933⟩
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