Behavior and Perception Changes from Using Online Supermarkets

Comparison between Continuous Users and Short-term Users

Abstract

This study was conducted to identify characteristics of changes in the behavior and perception of continuous users and short-term users of online supermarkets that occur because of online supermarket usage. Continuous users of online supermarkets have a considerable amount of experience in relationships with stores and online supermarkets during operation in all phases of “recognition and consideration of use,” “use and impression after use,” and “repeated use.” Such experience promotes the continuous use of online supermarkets.