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Investigating the segment specific preferences for hedonic and utilitarian online-shop characteristics: the case of German online wine shops

Author

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  • Frank Habann
  • Christopher Zerres
  • Lukas Zaworski

Abstract

Recently the market for grocery online-shopping is expanding. Therefore, this study analyse the influencing factors of online shoppers' preferences for online wine shops with an adaptive choice-based conjoint analysis (ACBC). As these factors in general differ for hedonic and utilitarian goods, we investigated what characteristics presented in the online-shop are most important to customers of a primarily hedonic product like wine. Surprisingly, respondents in general favoured utilitarian over hedonic characteristic levels. In addition, we identified two distinct customer groups by applying a preference-based market segmentation (CCEA). The price/efficiency-seeking group favoured utilitarian characteristics. The quality-seeking group favoured hedonic over utilitarian characteristics, but with a strong importance of some utilitarian website characteristics. Finally management implications are presented.

Suggested Citation

  • Frank Habann & Christopher Zerres & Lukas Zaworski, 2018. "Investigating the segment specific preferences for hedonic and utilitarian online-shop characteristics: the case of German online wine shops," International Journal of Internet Marketing and Advertising, Inderscience Enterprises Ltd, vol. 12(3), pages 255-269.
    • Handle: RePEc:ids:ijimad:v:12:y:2018:i:3:p:255-269
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    Cited by:

    1. Ra�l Comp�s & Samuel Faria & T�nia Gon�alves & Vicente Pinilla & Jo�o Rebelo & Katrin Sim�n-Elorz, 2021. "The shock of lockdown on the spending on wine in the Iberian market: the effects of procurement and consumption patterns," Documentos de Trabajo dt2021-04, Facultad de Ciencias Económicas y Empresariales, Universidad de Zaragoza.

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