Abstract
This study ascertains perceived user value of online supermarkets, particularly addressing two use processes: the continuous use of online supermarkets from inception until now, and the process of use for not only the purchase of food products, but the post purchase cooking stage. At the beginning of online supermarket use, users assess their benefits by comparison with a supermarket cooperative. Subsequently, they develop the inherent value of online supermarkets by using them continuously, while applying personal conditions, such as convenience and objectives, which vary among individuals. The addition of the cooking stage to the process of using online supermarkets helps users actively create value and meaning for online supermarkets.
