Sweetening the Deal: The Ingredients that Drive Consumer Adoption of Online Grocery Shopping

Darius‐Aurel Frank, A. O. Peschel
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引用次数: 32

Abstract

ABSTRACT Over the past decades, consumer adoption of online grocery shopping has increased steadily. Yet, overall market share is still comparatively low and retailers start questioning the prospects of the maturing distribution channel. The existing landscape of online grocery channels has seen little innovation nor diversity in terms of business models, reflecting the prevailing assumption that consumer online grocery shopping behavior is largely homogeneous. The present research challenges this notion by updating the understanding of consumer online grocery shopping behavior in a large-scale, representative study of Danish consumers. The results reveal distinct segments of online grocery adopters, which differ in their importance placed on perceived benefits of online grocery shopping. These segments can be targeted based on differences in preference for price, convenience, and service. The findings imply potential for retailers’ differentiation in the market of online grocery shopping.
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甜蜜的交易:推动消费者采用在线杂货购物的因素
在过去的几十年里,消费者对网上购物的采用稳步增长。然而,整体市场份额仍然相对较低,零售商开始质疑日趋成熟的分销渠道的前景。在线杂货渠道的现有格局在商业模式方面几乎没有创新和多样性,反映了消费者在线杂货购物行为在很大程度上是同质化的普遍假设。目前的研究挑战了这一概念,更新了对消费者在线购物行为的理解,对丹麦消费者进行了大规模的代表性研究。调查结果揭示了不同的在线杂货采用者,他们对在线杂货购物的感知好处的重视程度不同。这些细分市场可以根据价格、便利性和服务偏好的差异来定位。这一发现暗示了零售商在网上杂货购物市场的差异化潜力。
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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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