BUYING FOOD ONLINE: WHAT EXPLAINS THE CONSUMER PURCHASE BEHAVIOUR?
The motivations of the consumer when he or she is buying food online remain unknown. This is one of the first research to review the general motivations that the consumer presents when making the decision to purchase food using electronic commerce as a purchase channel. A virtual food shopping exper...
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| Format: | Article |
| Language: | English |
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International Journal of Food and Agricultural Economics
2021-01-01
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| Series: | International Journal of Food and Agricultural Economics |
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| Online Access: | https://www.foodandagriculturejournal.com/vol9.no1.pp73.pdf |
| _version_ | 1797912494214217728 |
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| author | Alexis Villalobos Monge |
| author_facet | Alexis Villalobos Monge |
| author_sort | Alexis Villalobos Monge |
| collection | DOAJ |
| description | The motivations of the consumer when he or she is buying food online remain unknown. This is one of the first research to review the general motivations that the consumer presents when making the decision to purchase food using electronic commerce as a purchase channel. A virtual food shopping experiment was conducted for 30 weeks and 223 responses were obtained from shoppers with different demographic characteristics. Motivations were modelled using Stimulus-Organism-Response (SOR) framework and solved by structural equations (SEM) in total, it was possible to obtain significant responses for 14 effects. Results indicate that convenience associated with ease of use and hedonic motivations are the motivations with the greatest influence on the consumers’ purchasing response. It was possible to determine, among other things, that variables such as socioeconomic status do not strongly influence the response in the virtual purchase of food. |
| first_indexed | 2024-04-10T11:57:59Z |
| format | Article |
| id | doaj.art-3dead068e1c247abb6df8d27e0dd83ec |
| institution | Directory Open Access Journal |
| issn | 2147-8988 |
| language | English |
| last_indexed | 2024-04-10T11:57:59Z |
| publishDate | 2021-01-01 |
| publisher | International Journal of Food and Agricultural Economics |
| record_format | Article |
| series | International Journal of Food and Agricultural Economics |
| spelling | doaj.art-3dead068e1c247abb6df8d27e0dd83ec2023-02-15T16:16:45ZengInternational Journal of Food and Agricultural EconomicsInternational Journal of Food and Agricultural Economics2147-89882021-01-01917388BUYING FOOD ONLINE: WHAT EXPLAINS THE CONSUMER PURCHASE BEHAVIOUR?Alexis Villalobos Monge0University of Costa Rica, Fabio Baudrit Moreno Agricultural Experimental Station, Costa RicaThe motivations of the consumer when he or she is buying food online remain unknown. This is one of the first research to review the general motivations that the consumer presents when making the decision to purchase food using electronic commerce as a purchase channel. A virtual food shopping experiment was conducted for 30 weeks and 223 responses were obtained from shoppers with different demographic characteristics. Motivations were modelled using Stimulus-Organism-Response (SOR) framework and solved by structural equations (SEM) in total, it was possible to obtain significant responses for 14 effects. Results indicate that convenience associated with ease of use and hedonic motivations are the motivations with the greatest influence on the consumers’ purchasing response. It was possible to determine, among other things, that variables such as socioeconomic status do not strongly influence the response in the virtual purchase of food.https://www.foodandagriculturejournal.com/vol9.no1.pp73.pdfconsumer motivationsecommerceeconomic behaviourfood retailsem |
| spellingShingle | Alexis Villalobos Monge BUYING FOOD ONLINE: WHAT EXPLAINS THE CONSUMER PURCHASE BEHAVIOUR? International Journal of Food and Agricultural Economics consumer motivations ecommerce economic behaviour food retail sem |
| title | BUYING FOOD ONLINE: WHAT EXPLAINS THE CONSUMER PURCHASE BEHAVIOUR? |
| title_full | BUYING FOOD ONLINE: WHAT EXPLAINS THE CONSUMER PURCHASE BEHAVIOUR? |
| title_fullStr | BUYING FOOD ONLINE: WHAT EXPLAINS THE CONSUMER PURCHASE BEHAVIOUR? |
| title_full_unstemmed | BUYING FOOD ONLINE: WHAT EXPLAINS THE CONSUMER PURCHASE BEHAVIOUR? |
| title_short | BUYING FOOD ONLINE: WHAT EXPLAINS THE CONSUMER PURCHASE BEHAVIOUR? |
| title_sort | buying food online what explains the consumer purchase behaviour |
| topic | consumer motivations ecommerce economic behaviour food retail sem |
| url | https://www.foodandagriculturejournal.com/vol9.no1.pp73.pdf |
| work_keys_str_mv | AT alexisvillalobosmonge buyingfoodonlinewhatexplainstheconsumerpurchasebehaviour |