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

Kafia Ayadi (1) , I. Muratore (2)

1 NEOMA - Neoma Business School
2 CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille

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.

Keywords: Children's influence; Digimums; Online buying; Proactive influence strategy; Smart shopper; Online socialisation

Domains: Humanities and Social Sciences

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