International Journal of Retail & Distribution Management

https://doi.org/10.1108/IJRDM-09-2019-0291

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).