Applying the SOBC Paradigm to Reinterpret the Online Grocery Shopping Experience for the Senior Population

Mahima Shukla, Richa Misra, Renuka Mahajan, Rahul Gupta
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Abstract

ABSTRACT Online grocery sales have witnessed a significant surge during the pandemic, and older consumers are among the online shoppers with the quickest growth. Importantly, this study is possibly among the first to explore how the stimulus-organization-behavior-consequence framework can be used to assess the impact of product experience, website experience, and delivery experience on their online grocery shopping experience, which further strengthens seniors’ satisfaction and impacts their ”webstore loyalty”. It is tested through an analysis of cross-sectional data collected from 282 elderly online grocery shoppers from India. Findings reveal that webstore design, physical environment, personalised communication, and customer service responsiveness are more significant in creating a positive affective experience, while competitive pricing and product information details are more significant in forming a cognitive experience. As a result of the pandemic, consumers prefer stores that provide them with food product knowledge, diversity, and a secure shopping environment. Our research can aid online retailers in identifying essential aspects of online grocery services in order to better serve older customers. The findings have interesting implications for online grocery retailers who wish to expand into emerging markets, particularly for the senior cohort, and can create differentiating service experiences to address emerging shopper experiences.
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应用SOBC范式重新解读老年人的网上杂货购物体验
摘要疫情期间,网上杂货销售大幅增长,老年消费者是增长最快的网购人群之一。重要的是,这项研究可能是第一批探索如何使用刺激组织行为后果框架来评估产品体验、网站体验和配送体验对他们在线杂货购物体验的影响的研究之一,这进一步增强了老年人的满意度,并影响了他们的“网店忠诚度”。它是通过分析从印度282名老年在线杂货店购物者那里收集的横断面数据进行测试的。研究结果表明,网店设计、物理环境、个性化沟通和客户服务响应在创造积极的情感体验方面更为重要,而竞争性定价和产品信息细节在形成认知体验方面更重要。由于疫情,消费者更喜欢为他们提供食品知识、多样性和安全购物环境的商店。我们的研究可以帮助在线零售商识别在线杂货服务的重要方面,以便更好地为老年顾客服务。这一发现对希望拓展新兴市场的在线杂货零售商有着有趣的启示,尤其是对老年人,他们可以创造差异化的服务体验,以应对新兴的购物者体验。
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来源期刊
CiteScore
5.70
自引率
6.90%
发文量
17
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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