Unlocking Consumer Choices in the Digital Economy: Exploring Factors Influencing Online and Offline Purchases in the Emerging Pet Food Market

The study focuses on understanding consumer behavior in the pet food market, specifically the factors influencing choices between online and offline purchases. With the rise of the pet economy and digital transformation, this research addresses a gap in understanding the intricacies of consumer decision-making in this niche market. A comprehensive survey was conducted targeting pet owners and potential consumers to explore the impact of factors like price, logistics, service, and quality on consumer behavior. Key findings highlight the significant influence of price sensitivity on consumers’ choices. Competitive prices drove online purchases, with consumers often seeking cost-effective options. Convenience and efficiency also played pivotal roles; faster shipping and efficient logistics favored online shopping. Novel factors influencing online purchases included logistics packaging quality, charitable associations, trust in logistics companies, and genuine product guarantees. These findings underscore the need for businesses to focus on price competitiveness, convenience, trust-building, and customer-centric services to thrive in the digital pet food market. The research contributes theoretically by enhancing understanding of consumer behavior in the digital landscape and managerially by offering insights for businesses to optimize strategies. Future research directions include exploring technological impacts like AI and virtual reality, diving deeper into psychological mechanisms driving consumer responses, and broadening the sample to include diverse age groups. This study enriches the existing knowledge of consumer behavior, digital marketing, and e-commerce strategies, guiding businesses in the evolving pet economy.