In-store remote collaborative shopping using mobile technology: A
qualitative study with premium beef consumers
Abstract
Collaborative shopping aims to improve the quality of purchase decisions
and fulfills a social need for shoppers. Food shopping provides a
collaborative shopping context, however, there is a lack of research
into collaborative food shopping. This research explored premium beef
consumers’ in-store remote collaborative shopping and use of mobile
technology through a qualitative study. Six semi-structured interviews
were conducted with premium beef consumers to understand their remote
collaborative shopping. Data were analyzed using thematic analysis. The
study revealed that the main trigger for remote collaboration was to
confirm the purchase with a remote partner. The results also identified
that current mobile technology is sufficient for remote collaboration.
However, participants were interested in using dedicated technological
tools to support their remote collaborative shopping. This paper
presents an understanding of remote collaborative shopping and what
factors need to be consider before designing remote collaborative
shopping tools and provides direction for future research.