Table 2 Responses to the in-depth... | Emerald Publishing

Table 2

Responses to the in-depth interviews

Values	First respondent (Male, 72 years old)	Second respondent (Female, 72 years old)
Functional value	It becomes easy [to undertake daily shopping thanks to the mobile supermarket], particularly for the elderly who live alone and cannot go to the shop.	The number of items is sufficient although it is only a mobile supermarket. If I could not find the items I wanted, I could request them, and providers would bring them the next time. The other day, when I asked, “Do you have a detergent?” they did not have it, but they brought it the next time. So, I want to buy from them because they did it only for me. In the beginning, I did not know what kind of goods were sold in the mobile supermarket. The variety and quantity of goods have increased gradually, so it is enough now.
Social relationship value	[When the mobile supermarket began,] I did not know what service providers were selling here. Therefore, I looked at the faces of providers [to know them] and began to make purchases [for me]. Then, I gradually began to tell other people, “There are some goods like this.” […] A small blind person comes to shop from near the shrine, so I take her home [by my car]. Otherwise, she would have to take her purchased goods home [by herself]. [Interviewer: Did she ask you to pick her up?] No. It is from my side. I thought it was tough [for her]. For about the first three times, she went home by herself. Then, I started to take her.	I was worried at first. Some residents were against the mobile supermarket. In my heart, I wanted them to come to our village; but I did not want them to face trouble. If no one goes shopping, nothing can be sold even if they come. So, we did not accept the mobile supermarket at first. Some wagon retailers used to come here long ago. They were ordinary commercial shop people. But they gradually stopped coming. I guess it became unprofitable because few people buy goods [from them]. That is why I was against the mobile supermarket at first. But now, everybody is waiting [for the mobile supermarket]. When the mobile supermarket has a week off, I cannot meet with providers, and it is sad. They are really nice and kind. At first, I did not know them. But since they started coming, the atmosphere of the village has become quite bright. I would share my salted plum because they said, “Give me some,” when I talked about making salted plum.
Emotional value	Before the mobile supermarket started, I was the only one who would talk to other residents. But, now [three years after the mobile supermarket began], all the residents engage in conversation with each other. The mobile supermarket was a trigger. I think that providing reassurance for the elderly is more important [than the ease of purchasing goods] because the mobile supermarket also has a function to look after elderly people. People used to go shopping and talk with each other when there were stores in the village in the old days. But now there are no stores in our village. So, when people come to the mobile supermarket, they say “Oh! How is it going?” Conversations among residents and between residents and providers are increasing. […] One thing I was worried about was what happened when the weather got cold [in the winter]. I guessed people would not come shopping because it was cold. This village has heavy snow. Still, they came shopping. Everyone who comes to the shop is lively. Because we can talk with each other. Even if you live alone at home, you can talk with people if you come to the mobile supermarket.	Normally, the same members visit the mobile supermarket now. So, if somebody does not come out, I am worried about what happened to that person. When a person who did not come several times showed up after a long time, I said, “How have you been?” and she replied, “I am okay. I could not come here because of my business.” It is good that we are talking with and take care of each other by meeting regularly at the mobile supermarket because there are a lot of older people in my village. We did not have much conversation usually, even though we were neighbors [before the mobile supermarket began].

Values	First respondent (Male, 72 years old)	Second respondent (Female, 72 years old)
Functional value	It becomes easy [to undertake daily shopping thanks to the mobile supermarket], particularly for the elderly who live alone and cannot go to the shop.	The number of items is sufficient although it is only a mobile supermarket. If I could not find the items I wanted, I could request them, and providers would bring them the next time. The other day, when I asked, “Do you have a detergent?” they did not have it, but they brought it the next time. So, I want to buy from them because they did it only for me. In the beginning, I did not know what kind of goods were sold in the mobile supermarket. The variety and quantity of goods have increased gradually, so it is enough now.
Social relationship value	[When the mobile supermarket began,] I did not know what service providers were selling here. Therefore, I looked at the faces of providers [to know them] and began to make purchases [for me]. Then, I gradually began to tell other people, “There are some goods like this.” […] A small blind person comes to shop from near the shrine, so I take her home [by my car]. Otherwise, she would have to take her purchased goods home [by herself]. [Interviewer: Did she ask you to pick her up?] No. It is from my side. I thought it was tough [for her]. For about the first three times, she went home by herself. Then, I started to take her.	I was worried at first. Some residents were against the mobile supermarket. In my heart, I wanted them to come to our village; but I did not want them to face trouble. If no one goes shopping, nothing can be sold even if they come. So, we did not accept the mobile supermarket at first. Some wagon retailers used to come here long ago. They were ordinary commercial shop people. But they gradually stopped coming. I guess it became unprofitable because few people buy goods [from them]. That is why I was against the mobile supermarket at first. But now, everybody is waiting [for the mobile supermarket]. When the mobile supermarket has a week off, I cannot meet with providers, and it is sad. They are really nice and kind. At first, I did not know them. But since they started coming, the atmosphere of the village has become quite bright. I would share my salted plum because they said, “Give me some,” when I talked about making salted plum.
Emotional value	Before the mobile supermarket started, I was the only one who would talk to other residents. But, now [three years after the mobile supermarket began], all the residents engage in conversation with each other. The mobile supermarket was a trigger. I think that providing reassurance for the elderly is more important [than the ease of purchasing goods] because the mobile supermarket also has a function to look after elderly people. People used to go shopping and talk with each other when there were stores in the village in the old days. But now there are no stores in our village. So, when people come to the mobile supermarket, they say “Oh! How is it going?” Conversations among residents and between residents and providers are increasing. […] One thing I was worried about was what happened when the weather got cold [in the winter]. I guessed people would not come shopping because it was cold. This village has heavy snow. Still, they came shopping. Everyone who comes to the shop is lively. Because we can talk with each other. Even if you live alone at home, you can talk with people if you come to the mobile supermarket.	Normally, the same members visit the mobile supermarket now. So, if somebody does not come out, I am worried about what happened to that person. When a person who did not come several times showed up after a long time, I said, “How have you been?” and she replied, “I am okay. I could not come here because of my business.” It is good that we are talking with and take care of each other by meeting regularly at the mobile supermarket because there are a lot of older people in my village. We did not have much conversation usually, even though we were neighbors [before the mobile supermarket began].