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Determinants for consumer food choice with the New Retail e-commerce mode

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  • Wang, Ou
  • Somogyi, Simon

Abstract

Due to the quick development of e-commerce, more and more consumers have accepted food consumption with different e-commerce modes as a part of their daily lives. In recent years, a new e-commerce mode- New Retail is starting to appear across the world. This study examined the impacts of food choice motives and socio-demographic characteristics on consumer food choice with the New Retail e-commerce mode. It also explored consumer preferences of specific food categories for the New Retail food consumption. An online survey was administered with 435 participants from three Chinese cities: Beijing, Shanghai and Shenzhen. Results of linear regression analyses indicated that the New Retail food consumption was significantly associated with the following food choice motives and socio-demographic characteristics: Taste appeal, Quality concern, Others’ reviews, Discount, Gender, Household size, Age, Income, Occupation and Marital status. Meanwhile Live aquatic product and Fresh fruit were the most frequently consumed food categories with the New Retail mode by consumers. The findings can help food producers and policy-makers to develop effective marketing strategies and promotion policies for their products to meet the consumer needs in e-commerce age.

Suggested Citation

  • Wang, Ou & Somogyi, Simon, 2019. "Determinants for consumer food choice with the New Retail e-commerce mode," 2019 Conference (63rd), February 12-15, 2019, Melbourne, Australia 285035, Australian Agricultural and Resource Economics Society (AARES).
    • Handle: RePEc:ags:aare19:285035
    DOI: 10.22004/ag.econ.285035
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    Cited by:

    1. Leo Van Hove, 2022. "Consumer characteristics and e-grocery services: the primacy of the primary shopper," Electronic Commerce Research, Springer, vol. 22(2), pages 241-266, June.
    2. Ito, Noriko & Inoue, Sotaro & Higuchi, Tomoo & Kobayashi, Hiroaki & Mori, Romio & Ishida, Takashi, 2022. "Consumers’ Attitudes toward Online Food Purchases in China: Segmentation Analysis of Online Food Market," Japanese Journal of Agricultural Economics (formerly Japanese Journal of Rural Economics), Agricultural Economics Society of Japan (AESJ), vol. 24.
    3. Dominici, Andrea & Boncinelli, Fabio & Gerini, Francesca & Marone, Enrico, 2021. "Determinants of online food purchasing: The impact of socio-demographic and situational factors," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    4. Higueras-Castillo, Elena & Liébana-Cabanillas, Francisco J. & Villarejo-Ramos, Ángel F., 2023. "Intention to use e-commerce vs physical shopping. Difference between consumers in the post-COVID era," Journal of Business Research, Elsevier, vol. 157(C).

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    Keywords

    Consumer/Household Economics;

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