土耳其消费者网上食品购物动机评估

IF 3.4 3区 经济学 Q1 AGRICULTURAL ECONOMICS & POLICY British Food Journal Pub Date : 2023-07-24 DOI:10.1108/bfj-01-2023-0048
A. Seçer, Fikriye Yazar, Mutlu Bulut
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引用次数: 0

摘要

目的本研究旨在揭示消费者偏好网上食品购物的内在和外在动机。本文提出了一个综合模型,包括愿望、能力、主观规范(分为线上资源和线下资源)、感知价值和传统主义,以检验它们对消费者在线食品购物意愿的影响。设计/方法/方法采用横断面设计来了解哪些因素会影响消费者进行网上食品购物的意愿。这些数据是通过一项在线调查从总共400人中收集的。使用结构方程模型对概念模型进行了测试,以了解因素之间的关系。研究结果表明,该概念框架可用于更好地了解消费者进行在线食品购物的内部和外部动机。该研究证明,愿望对能力、来自在线资源的主观规范、传统主义以及新冠肺炎大流行的影响和意图具有相当大的直接影响和中介作用。此外,传统主义被发现是消费者更喜欢网上食品购物的先决条件。实际含义这项研究为通过在线渠道供应食品的卖家、营销人员和系统提供商提供了更好的见解。研究结果表明,利益相关者在组织在线食品营销活动时,考虑了愿望、能力、主观规范、感知价值和传统主义。独创性/价值在本研究中,消费者的在线食品购物领域采用并确认了愿望-能力框架。此外,事实证明,传统主义是个人有意在网上购买食品的驱动因素。
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Evaluation of consumers' motivations to do online food shopping in Turkey
PurposeThis study aims to reveal consumers' internal and external motivations to prefer online food shopping. The paper proposes an integrated model including aspirations, capabilities, subjective norms (divided into online resources and offline resources), perceived value and traditionalism to examine their effects on consumers' intention to do online food shopping.Design/methodology/approachA cross–sectional design was used to understand which factors affect consumers' intention to do online food shopping. The data were collected from a total of 400 people via an online survey. The conceptual model was tested using structural equational modeling to understand the relationships between the factors.FindingsThe results suggest that the conceptual framework can be used to have a better understanding of consumers' internal and external motivations to do online food shopping. The study proves that aspirations have a considerable direct effect on and a mediating role between capabilities, subjective norms from online resources, traditionalism and the effect of COVID-19 pandemics and the intention. Also, traditionalism was found to be an antecedent for consumers to prefer online food shopping.Practical implicationsThis study reveals better insights for the sellers, marketers and system providers dealing with supplying food products through online channels. The findings suggest that the stakeholders take into consideration aspirations, capabilities, subjective norms, perceived value and traditionalism to organize their activities in food marketing in the online area.Originality/valueIn this study, aspirations–capabilities framework was adopted and confirmed within consumers' online food shopping domain. Also, it was proved that traditionalism was a driver of individuals' intention to do online shopping for food products.
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来源期刊
British Food Journal
British Food Journal 工程技术-食品科技
CiteScore
6.90
自引率
15.20%
发文量
219
审稿时长
18-36 weeks
期刊介绍: After 115 years, the British Food Journal (BFJ) continues to be highly respected worldwide for its broad and unique interdisciplinary coverage of the latest food-related double blind peer-reviewed research. It links all sectors of this dynamic industry, keeping abreast of emerging trends, topical and controversial issues and informing and stimulating debate. - See more at: http://emeraldgrouppublishing.com/products/journals/journals.htm?id=bfj#sthash.O3wH4pEh.dpuf
期刊最新文献
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