{"title":"Online Grocery Shopping at Multichannel Supermarkets: The Impact of Retailer Brand Equity","authors":"Anne Badenhop, M. Frasquet","doi":"10.1080/10454446.2021.1894296","DOIUrl":null,"url":null,"abstract":"ABSTRACT Online shopping for food products is quickly accelerating worldwide, particularly following the impact of COVID-19 pandemic. Most e-grocers are multichannel supermarkets that have developed the online channel. This paper aims to investigate the intention to purchase at the online channel of a multichannel supermarket as a function of retailer brand equity and technology acceptance model (TAM)-based variables. The model was tested through structural equation modeling using EQS. Results based on a survey answered by 154 customers of a leading multichannel supermarket in Germany show that variables defining retailer brand equity, i.e., retailer awareness, retailer associations, retailer perceived quality, and retailer loyalty contribute, together with perceived usefulness, to explain intentions to shop online at multichannel supermarkets.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":"27 1","pages":"89 - 104"},"PeriodicalIF":3.6000,"publicationDate":"2021-02-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10454446.2021.1894296","citationCount":"16","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Food Products Marketing","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/10454446.2021.1894296","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 16
Abstract
ABSTRACT Online shopping for food products is quickly accelerating worldwide, particularly following the impact of COVID-19 pandemic. Most e-grocers are multichannel supermarkets that have developed the online channel. This paper aims to investigate the intention to purchase at the online channel of a multichannel supermarket as a function of retailer brand equity and technology acceptance model (TAM)-based variables. The model was tested through structural equation modeling using EQS. Results based on a survey answered by 154 customers of a leading multichannel supermarket in Germany show that variables defining retailer brand equity, i.e., retailer awareness, retailer associations, retailer perceived quality, and retailer loyalty contribute, together with perceived usefulness, to explain intentions to shop online at multichannel supermarkets.
期刊介绍：
From food promotion and advertising through new food product development and consumer behavior research, the Journal of Food Products Marketing provides timely, practical articles that keep food marketers on the cutting edge of their profession. The journal includes refereed research studies as well as opinions, guidelines, and speeches by practitioners that contribute to the better practice and understanding of food marketing. The journal provides a single forum for both food marketing academicians and food marketing practitioners.
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