Please use this identifier to cite or link to this item: http://hdl.handle.net/1893/9371
Appears in Collections:Marketing and Retail Journal Articles
Peer Review Status: Refereed
Title: Consumer vulnerability and the transformative potential of Internet shopping: An exploratory case study
Authors: Elms, Jonathan
Tinson, Julie
Contact Email: j.r.elms@stir.ac.uk
Keywords: Consumer vulnerability
Transformative Consumer Research
Internet
Grocery Shopping
Ethnography
Issue Date: Oct-2012
Publisher: Taylor and Francis
Citation: Elms J & Tinson J (2012) Consumer vulnerability and the transformative potential of Internet shopping: An exploratory case study , Journal of Marketing Management, 28 (11-12), pp. 1354-1376.
Abstract: Ten million individuals in the UK who suffer from long-term illness, impairments or disability can be considered as vulnerable consumers (Office for Disability Issues, 2010). Despite this, there are few studies on the use of the Internet for grocery shopping by the disabled and none which offers an understanding of the multiple facets of consumer vulnerability. The purpose of this study is to contextualise the use of the Internet for grocery shopping using an exploratory case to provide fresh insights into the 'actual' vulnerability of "Danni" – a disabled housewife and mother. The consumer focussed methods used here were combined multiple complementary approaches. The findings illustrate that whilst the use of the Internet reduces the impracticalities of shopping in-store, the normalcy afforded to Danni through shopping in-store (including her sense of self) was not met by the technological offerings. The paradoxes associated with using online provision and the strategies adopted to manage these by Danni demonstrate engagement/disengagement and assimilation/isolation. Policy implications and insights for retailers are provided.
Type: Journal Article
URI: http://hdl.handle.net/1893/9371
DOI Link: http://dx.doi.org/10.1080/0267257X.2012.691526
Rights: This item has been embargoed for a period. During the embargo please use the Request a Copy feature at the foot of the Repository record to request a copy directly from the author. You can only request a copy if you wish to use this work for your own research or private study. This is an Author's Accepted Manuscript of an article published in Journal of Marketing Management copyright Taylor & Francis, available online at: http://www.tandfonline.com/10.1080/0267257X.2012.691526
Affiliation: Marketing and Retail Division
Marketing and Retail Division

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