Factors Influencing Consumers’ Online Grocery Shopping Under the New Normal
Factors Influencing Consumers’ Online Grocery Shopping Under the New Normal
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新常态下影响消费者网购的因素
DOI：
10.1007/978-3-031-19604-1_5
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发表时间：
2022
期刊：
影响因子：
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通讯作者：
Nakano Satoshi
中科院分区：
文献类型：
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作者：
Nakano Satoshi;Akamatsu Naoki;Mizuno Makoto;Yasuyuki Hamura;Nakano Satoshi
与其他零售领域相比，线上杂货购物的采用率仍然较低，但由于COVID-19的长期影响，线上杂货购物的采用率有所加快。本研究旨在通过结合购买面板数据和调查数据，评估新常态下影响消费者实际在线购买杂货的心理因素。本研究证实网路杂货购买量会受到传统功利性通路选择因素的影响，包括知觉风险、搜寻成本、价格意识、品质意识。此外，在新常态下，研究结果显示，待在家里（尤其是工作日）和有更多的时间会导致消费者更多地在线购买。此外，对COVID-19焦虑程度较高的消费者更有可能在线购买。本文的见解有助于零售商和营销人员制定客户战略。
Adoption of online shopping for groceries has remained low compared to other retail domains but has accelerated due to the long-term impact of COVID-19. This study aims to assess the psychological factors that influence consumers’ actual online grocery purchases under the new normal by combining purchase panel data and survey data. This study confirms that online grocery purchase amount is affected by traditional utilitarian channel choice factors including perceived risk, search cost, price-consciousness, and quality-consciousness. In addition, under the new normal, the results reveal that staying at home (especially during weekdays) and having more time leads consumers to purchase more online. Further, consumers with higher anxiety about COVID-19 are more likely to purchase online. The insights from this paper help retailers and marketers develop customer strategies.