Effects of online shopping channel and price discount on near-expiry food sales

IF 2.4 4区 管理学 Q3 BUSINESS International Journal of Market Research Pub Date : 2023-04-24 DOI:10.1177/14707853231173222
Jae Young Lee, K. Choi, So Yean Kwack
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Abstract

Consumers have an aversion to purchasing near-expiry food products, which leads to enormous food waste and economic loss. Given the importance of this issue, past research has studied the effect of impending expiration date on product sales, but its focus has been limited to perishable food products. Since the expiration dates of non-perishable food products are treated as less important than those of perishable food products, we expect that the resulting effect on sales largely varies by shopping environment. With the growing importance of online shopping in food sales, we examine how the effect of impending expiration date differs between mobile and PC shopping environments. By analyzing a unique data set from an online salvage store, we find that consumer aversion toward near-expiry products is more salient in the PC shopping environment than in the mobile shopping environment. However, when there is a deeper price promotion, the between-channel difference is reduced as the sensitivity of an impending expiration date on sales increases in the mobile shopping environment. These findings not only represent novel contributions to the literature but also provide managerial implications for practitioners.
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网购渠道和价格折扣对临近过期食品销售的影响
消费者不愿购买即将过期的食品,这导致了巨大的食品浪费和经济损失。鉴于这一问题的重要性,过去的研究已经研究了即将过期日期对产品销售的影响,但其重点仅限于易腐食品。由于非易腐食品的保质期被视为不如易腐食品那么重要,我们预计由此产生的对销售的影响在很大程度上取决于购物环境。随着网上购物在食品销售中的重要性日益增加,我们研究了即将到期日期的影响在移动和PC购物环境之间的差异。通过分析一家在线二手商店的独特数据集,我们发现消费者对即将过期产品的厌恶在PC购物环境中比在移动购物环境中更为突出。然而,当有更深入的价格促销时,渠道之间的差异就会减少,因为在移动购物环境中,即将到来的截止日期对销售的敏感性会增加。这些发现不仅代表了对文献的新颖贡献,而且为实践者提供了管理意义。
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来源期刊
CiteScore
6.00
自引率
6.70%
发文量
38
期刊介绍: The International Journal of Market Research is the essential professional aid for users and providers of market research. IJMR will help you to: KEEP abreast of cutting-edge developments APPLY new research approaches to your business UNDERSTAND new tools and techniques LEARN from the world’s leading research thinkers STAY at the forefront of your profession
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