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The Online Ordering Behaviors among Participants in the Oklahoma Women, Infants, and Children Program: A Cross-Sectional Analysis

Author

Listed:
  • Qi Zhang

    (School of Community and Environmental Health, Old Dominion University, Norfolk, VA 23529, USA)

  • Kayoung Park

    (Department of Mathematics and Statistics, Old Dominion University, Norfolk, VA 23529, USA)

  • Junzhou Zhang

    (Department of Marketing, Montclair State University, Montclair, NJ 07043, USA)

  • Chuanyi Tang

    (Department of Marketing, Old Dominion University, Norfolk, VA 23529, USA)

Abstract

The Special Supplemental Nutrition Program for Women, Infants, and Children (WIC) is a nutrition assistance program in the United States (U.S.). Participants in the program redeem their prescribed food benefits in WIC-authorized grocery stores. Online ordering is an innovative method being pilot-tested in some stores to facilitate WIC participants’ food benefit redemption, which has become especially important in the COVID-19 pandemic. The present research aimed to examine the online ordering (OO) behaviors among 726 WIC households who adopted WIC OO in a grocery chain, XYZ (anonymous) store, in Oklahoma (OK). These households represented approximately 5% of WIC households who redeemed WIC benefits in XYZ stores during the study period, which was 1 July to 31 December 2020. This period was during the COVID-19 pandemic but after the temporary lockdown in Oklahoma had been lifted. Descriptive statistics were estimated for WIC OO households’ adoption behaviors and their orders. The Cox proportional hazard model and zero-truncated negative binomial regression were applied to examine the relationship between participants’ socio-demographics and the length of time between 1 July 2020, and their first OO, as well as the number of WIC online orders. About 80% of these online orders were picked up without any changes. Minority households had a significantly longer time before adopting their first OO (hazard ratio (HR) < 1, p < 0.001), while households with a child or a woman participant, or more participants, had a shorter time before adopting OO (HR > 1, p < 0.05). Non-Hispanic black households had a fewer number of OOs than non-Hispanic white households (B = −0.374, p = 0.007). OO adoption varied across socio-demographics. More efforts are needed to ensure equal access and adoption of WIC OO.

Suggested Citation

  • Qi Zhang & Kayoung Park & Junzhou Zhang & Chuanyi Tang, 2022. "The Online Ordering Behaviors among Participants in the Oklahoma Women, Infants, and Children Program: A Cross-Sectional Analysis," IJERPH, MDPI, vol. 19(3), pages 1-11, February.
    • Handle: RePEc:gam:jijerp:v:19:y:2022:i:3:p:1805-:d:742611
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    References listed on IDEAS

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    1. Cameron,A. Colin & Trivedi,Pravin K., 2013. "Regression Analysis of Count Data," Cambridge Books, Cambridge University Press, number 9781107667273.
    2. Driediger, Fabian & Bhatiasevi, Veera, 2019. "Online grocery shopping in Thailand: Consumer acceptance and usage behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 48(C), pages 224-237.
    3. Mohammad Al Nawayseh & Wamadeva Balachandran, 2012. "Online Grocery Shopping in Developing Countries: Jordanian Consumers as Case Study," International Journal of Social Ecology and Sustainable Development (IJSESD), IGI Global, vol. 3(3), pages 1-14, July.
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