Digital technologies are having a profound effect on the path to purchase in a grocery retail environment. Secondary research data on shopping habits is used to analyze the relationship of consumer digital technology use, a consumer’s innovativeness, and consumer engagement with unplanned grocery shopping behavior within a grocery store environment. Findings indicate that all of three variables have a direct, significant effect on unplanned grocery shopping outcomes and that innovativeness has a direct effect on engagement. Future study will consider the impact of key market segments, shopping situations and digital technology types.
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Cake, Dale; Agrawal, Vikas; and Johansen, Douglas, "A New In-Store Digital Landscape: Effect on Engagement, Innovativeness, and Unplanned Grocery Shopping Outcomes" (2018). Association of Marketing Theory and Practice Proceedings 2018. 43.