一项对美国和德国在线购物报告益处的混合方法研究:健康是一个因素吗?

Jonathan L. Blitstein, F. Frentz, S. J. Jilcott Pitts
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引用次数: 16

摘要

摘要网上杂货购物的增长促使人们开始研究消费者为什么要改变食品购买方式。大多数研究要么依赖于限制消费者输入的验证性方法(即多项选择调查),要么依赖于对消费者体验提供更深入理解但仅限于少数参与者的民族志方法。本研究通过使用许多参与者的开放式回答来推导和量化在线杂货购物的消费者动机和好处,填补了现有文献中的空白。在美国和德国,从18岁或18岁以上的参与者和主要的家庭食品购物者那里收集了有关在线杂货购物的数据。一种定性驱动的混合方法,使用自下而上的内容分析方法和紧急编码,导致近400人提供了1000多个开放式回答。数据综合产生了51个单独的好处,分为八类动机。调查结果表明,消费者在网上购物的原因有很多,从节约到表达自己的社会身份。最常被提及的好处是功能性、实用性需求,如节省资金和时间,或增加产品的可用性和可访问性。
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A Mixed-method Examination of Reported Benefits of Online Grocery Shopping in the United States and Germany: Is Health a Factor?
ABSTRACT The growth in online grocery shopping has prompted research into why consumers are shifting food acquisition practices. Most research has relied on either confirmatory approaches (i.e., multiple choice surveys) that limit consumer input or ethnographic approaches that provide more in-depth understanding of consumer experience but are limited to a handful of participants. The present study fills a gap in the existing literature by using open-ended responses from many participants to derive and quantify consumer motivations and benefits of online grocery shopping. Data about online grocery shopping was collected in the United States and Germany from participants who were 18 years of age or older and the primary household food shopper. A qualitatively driven, mixed-methods approach using a bottom-up, content analysis methodology with emergent coding resulted in over 1,000 open-ended responses provided by almost 400 individuals. Data synthesis yielded 51 separate benefits that clustered into eight motivation categories. Findings demonstrate that consumers are grocery shopping online for an array of reasons, ranging from economizing to expressing aspects of their social identity. The benefits that were most often mentioned are functional, utilitarian needs such as saving of money and time, or the increased availability and accessibility of products.
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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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