Integrated consumer shopping decision model: A Japanese online supermarket context

Emi Moriuchi, Ikuo Takahashi

Research output: Contribution to journalArticlepeer-review

2 Citations (Scopus)


Online shopping is not a new marketing channel but has been growing tremendously throughout Japan. The rapid growth of Internet technology has enabled the Japanese to break away from their conservative culture and embark on different shopping experiences by shopping online. With the growing importance of online reviews to promote one’s business, Japanese online supermarkets are looking for ways to increase consumer-generated content. The purpose of this study is to investigate Japanese repeat online consumers and the antecedents that encourage them to review their shopping experiences, including the supermarket website they used and product availability in the online supermarket. It was found that online supermarkets must focus on establishing confidence with their repeat online consumers if they desire to increase the electronic word of mouth (e-WOM) of their online supermarket. Implications are discussed in relation to online supermarkets and repeat consumers’ intentions to review their online shopping experiences.

Original languageEnglish
Pages (from-to)184-197
Number of pages14
JournalJournal of Marketing Channels
Issue number4
Publication statusPublished - 2018


  • integrated consumer shopping decision model
  • Japanese consumers
  • Japanese online supermarket
  • repeat consumers
  • Technology Acceptance Model

ASJC Scopus subject areas

  • Marketing


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