1. Repeat‐buying: Facts, Theory and Applications. By A. S. C. Ehrenberg, ISBN 0 19 5206347. Griffin, London, 1988. 378 pp. £29.50.

Repeat-Buying: Facts, Theory and Applications

The prospects of zero-packaging grocery stores to improve the social and environmental impacts of the food supply chain

Online grocery shopping in Thailand: Consumer acceptance and usage behavior

The advent of the Internet has significantly changed consumption patterns and habits. Online grocery shopping is a way of purchasing food products using a web-based shopping service. The current COVID-19 pandemic is determining a rethinking of purchase choice elements and of consumers’ behavior. This work aims to investigate which characteristics can affect the decision of online food shopping during the pandemic emergency in Italy. In particular, the work aims to analyze the effects of a set of explanatory variables on the level of satisfaction for the food online shopping experience. For achieving this aim, the proportional odds version of the cumulative logit model is carried out. Data derive from an anonymous on-line questionnaire administrated during the first months of the pandemic and filled by 248 respondents. The results of this work highlight that people having familiarity with buying food online, that have a higher educational level and consider food online channels easy to use, appear more satisfied for the food online shopping experience. These findings can be crucial for the future green global challenges as online shopping may help to reach competitive advantages for company sustainability.

https://www.mdpi.com/2071-1050/12/22/9594/pdf

How the Covid-19 Pandemic Is Changing Online Food Shopping Human Behaviour in Italy

The purpose of this paper is to explore the impacts of innovation-adoption characteristics on Chinese consumers’ adoption of online food shopping. It also examines consumers’ online purchase preferences for specific food categories and the consumer segments shopping for food online in China.,The data were collected through a web-based survey (n=643, in three cities: Beijing, Guangzhou and Chongqing). Descriptive analysis, cluster analysis, factor analysis and structural equation modeling were employed for data analysis.,Participants had strong online purchase intentions toward snack and imported food, while they had weak online purchase intentions toward fresh food products such as meat, eggs, vegetables, fish and seafood. Two consumer segments were found: online-food-conservative (42 percent) and online-food-pioneer (58 percent). Factor analysis resulted in an adjusted factorial structure of the innovation-adoption characteristics, which was considered more appropriate within the context of Chinese consumers when shopping for food online. Path analysis found that Chinese consumers’ attitudes and/or purchase intentions were positively linked to their perceived incentives and negatively associated with their perceived complexity for online food shopping.,This is the first study to explore consumer segments, consumption psychology (innovation-adoption characteristics) and product preferences related to online food shopping with a sample from China, the largest e-commerce country. The findings can help food producers and marketers to better understand Chinese consumers’ online food shopping behaviors in order to meet the needs of consumers and have further success in this major market.

/pdf/consumer-adoption-of-online-food-shopping-in-china-1tmhtcijxl.pdf

Consumer adoption of online food shopping in China

The pace of online shopping revenue growth means it is important for retailers and manufacturers to understand how consumers behave online compared with their behaviour in brick and mortar stores. We conducted a study in which the detailed behaviour of 40 shoppers was screen recorded while they each undertook an online shopping ‘trip’. The shopping trip comprised purchasing a basket of 12 commonly bought grocery categories at one of two major retailers. The shoppers were all inexperienced in online grocery shopping. Results show that online grocery shopping is fast, even for these consumers who were new to it – half of the online shoppers spent less than 10 seconds purchasing from a category. This result is very similar to that of past studies in physical stores. Indeed, half of all the 12 item-shopping trips took less than 10 minutes. Also, most purchases were made from the first category page displayed in the retailer's online store. Shoppers also consistently used the default display options chosen by the retailers but used a combination of navigational tools to find their products. We conclude that online shoppers do not behave differently from those offline in terms of time spent or effort expended. Online shopping, in the grocery context at least, seems to primarily reflect a desire for time efficiency on the part of the shopper. In that regard, online shopping seems very similar to in-store shopping. The study begins the job of documenting shopper behaviour into this new channel and provides practical knowledge for retailers and manufacturers. Copyright © 2015 John Wiley & Sons, Ltd.

How do shoppers behave online? An observational study of online grocery shopping

This study investigates the variation in brand growth and decline across many different product categories. It uses recent consumer panel data from the UK, covering 639 brands across 28 categories,...

An Investigation of Variation in Brand Growth and Decline across Categories

This paper investigates consumer's behavioural loyalty to online supermarkets over time. We use three measures of behavioural loyalty (share of category requirements, repertoire size, and polarisat...

Has Behavioural Loyalty to Online Supermarkets Declined

This study tests and extends the discovery that competing brand user profiles are broadly similar, specifically investigating the consistency of this pattern over time. Examining 700 brands in more than 60 consumer packaged goods categories, for more than 160 variables, the authors document not only that brand user profiles seldom differ but also that they seldom change much over 3 to 6 years. These findings have important implications for marketing theory and practice. For example, marketers need to focus mostly on who buys the category and what features they demand as opposed to thinking their brand buyers are very different to those of competitive brands. This paper extends the empirical results of prior brand profile findings, demonstrating their robustness and durability.

Zachary William Anesbury

Papers

How do shoppers behave online? An observational study of online grocery shopping

An Investigation of Variation in Brand Growth and Decline across Categories

Has Behavioural Loyalty to Online Supermarkets Declined

Brand user profiles seldom change and seldom differ

The fallacy of the heavy buyer: Exploring purchasing frequencies of fresh fruit and vegetable categories