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Digimums' online grocery shopping: the end of children's influence?

Abstract : This paper investigates children's influence on their mothers' online grocery shopping. As virtual shopping does not provide instant gratification, the authors explore how children between the ages of 7 and 11 are involved in the online purchasing process (before, during and after the purchase) with their digital mothers (digimums). Design/methodology/approach-We collected qualitative data from 27 separate semistructured interviews of mothers and their children.
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Contributor : Isabelle Muratore Connect in order to contact the contributor
Submitted on : Monday, March 14, 2022 - 1:24:45 PM
Last modification on : Tuesday, April 5, 2022 - 3:38:44 AM


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Kafia Ayadi, I. Muratore. Digimums' online grocery shopping: the end of children's influence?. International Journal of Retail and Distribution Management, Emerald, 2020, 48 (4), pp.348-362. ⟨10.1108/IJRDM-09-2019-0291⟩. ⟨hal-03607933⟩



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