Using Cellulographics to understand online grocery shopping behavior

Ing. Suraj Gupta

Master's thesis

Anotácia:

This thesis will investigate the use of Cellulographics, a behavioral categorization of smartphone users, to better understand online grocery buying behavior. Approach/Design: The research will start with a literature review on Cellulographics and its application in the field of online grocery purchasing behavior from various research databases and academic sources. Based on the same a model will be developed and tested. Surveys will be used to gather data directly from customers about their online grocery shopping behavior. The data thus collected will be analyzed and results will be reported and compared. Findings: This study found out Cellulographics is a new and helpful metric to understand online grocery shopping. Six Cellulographics variables have significant influence on online grocery shopping. Smartphone screen time (SST) has the highest significant and positive effect on online grocery shopping with t-value 6.322 followed by Smartphone use frequency (SUF), Smartphone use skill (SUS), Smartphone experience (SE).

Abstract:

This thesis will investigate the use of Cellulographics, a behavioral categorization of smartphone users, to better understand online grocery buying behavior. Approach/Design: The research will start with a literature review on Cellulographics and its application in the field of online grocery purchasing behavior from various research databases and academic sources. Based on the same a model will be developed and tested. Surveys will be used to gather data directly from customers about their online grocery shopping behavior. The data thus collected will be analyzed and results will be reported and compared. Findings: This study found out Cellulographics is a new and helpful metric to understand online grocery shopping. Six Cellulographics variables have significant influence on online grocery shopping. Smartphone screen time (SST) has the highest significant and positive effect on online grocery shopping with t-value 6.322 followed by Smartphone use frequency (SUF), Smartphone use skill (SUS), Smartphone experience (SE).

Keywords

Cellulographics, Online grocery shopping, Smartphone usage, Consumer behavior, Marketing strategies, User experience, Internet

Jazyk práce: English

Datum vytvoření / odevzdání či podání práce: 10. 5. 2024

Obhajoba závěrečné práce

• Obhajoba proběhla 19. 6. 2024
• Vedúci: Ph.D. Prateek Kalia
• Oponent: Ph.D. Olga Prygara

Masaryk University

Faculty of Economics and Administration

Master programme / odbor:
Business Management / Business Management