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Factors Influencing Consumers' Likelihood Of Purchasing Specialty Food And Drink Products On-Line: Results Of Consumer Reviews Of 12 Selected Sites

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  • White, Gregory K.

Abstract

A total of twelve companies marketing specialty food and drink products on the World Wide Web were identified for this study. Four each marketed coffee, salsa, and seafood. Over a three week period, 163 respondents completed a total of 973 site evaluations. While respondents preferred to purchase products from a retail store, the majority identified at least one product from the sites which they would likely purchase on-line in the next six months. Respondents who regularly purchase one of the products monthly or more often were significantly more likely to make an on-line purchase in the future than those who purchase the product less frequently. Respondents who rated the overall appeal of a company's WWW site as good or excellent were nearly six times as likely to say that they would be likely to purchase the product on-line than those who rated the site as fair or poor. While no single site characteristic stood out relative to the others as having a major influence on increasing the likelihood of making an on-line purchase, insufficient company and/or product information reduced consumers' willingness to purchase on-line and by mail order.

Suggested Citation

  • White, Gregory K., 1996. "Factors Influencing Consumers' Likelihood Of Purchasing Specialty Food And Drink Products On-Line: Results Of Consumer Reviews Of 12 Selected Sites," Journal of Food Distribution Research, Food Distribution Research Society, vol. 27(3), pages 1-10, October.
    • Handle: RePEc:ags:jlofdr:27893
    DOI: 10.22004/ag.econ.27893
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    Cited by:

    1. Haas, Rainer, 2002. "The Austrian Country Market: a European case study on marketing regional products and services in a cyber mall," Journal of Business Research, Elsevier, vol. 55(8), pages 637-646, August.
    2. Brown, Jason P. & Goetz, Stephan J. & Fleming, David A., 2012. "Multifunctional Agriculture and Farm Viability in the United States," 2012 Annual Meeting, August 12-14, 2012, Seattle, Washington 126929, Agricultural and Applied Economics Association.
    3. Haas, R. & Schiebel, W., 1999. "Electronic Marketing für landwirtschaftliche Produkte und Dienstleistungen im Internet, gezeigt am Beispiel des Austrian Country Market – dem virtuellen Bauernmarkt im Internet," Proceedings “Schriften der Gesellschaft für Wirtschafts- und Sozialwissenschaften des Landbaues e.V.”, German Association of Agricultural Economists (GEWISOLA), vol. 35.
    4. White, Gregory K., 1997. "Using The Www For Retail Food Sales: Discussion And Demonstration," Journal of Food Distribution Research, Food Distribution Research Society, vol. 28(1), pages 1-24, February.

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    Keywords

    Consumer/Household Economics;

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