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In-store remote collaborative shopping using mobile technology: A qualitative study with premium beef consumers
  • Shahan Ahmad Chowdhury
Shahan Ahmad Chowdhury

Corresponding Author:[email protected]

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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.