Datum
2022-07-31Schlagwort
300 Sozialwissenschaften, Soziologie 630 Landwirtschaft, Veterinärmedizin DeutschlandElectronic ShoppingCOVID-19Stationärer HandelFlexibilitätKaufverhaltenLebensmittelkaufSupermarktLieferserviceAnpassungEinkaufenMarktpsychologieMetadata
Zur Langanzeige
Aufsatz
Icing the Cake: A Lifestyle-based Benefit and Preference Analysis on Online Grocery Shopping
Zusammenfassung
Germany has not kept pace with the global development of online grocery shopping (OGS) and despite a pandemic-related increase remains on a moderate level. This phenomenon may reflect infrastructural benefits of stationary retailing, personal and household preferences, and perceptions of OGS services. To this end, this study investigates the determinants of OGS benefit perception addressing the interconnection between personal and household benefits and situational conditions based on qualitative data analysis. Data in three consumer lifestyle segments are gathered from a total of twelve German consumers. The study’s theoretical structure resorts to the theory of planned behaviour (TPB) to cluster beliefs and assess the impact of situational conditions. The study’s findings reveal large knowledge gaps and different individual preferences in service usage across the groups. We then reflect these preferences in the circumstances of the pandemic. We propose that retailers should increase advertising and consumer education efforts in some consumer segments while enhancing service transparency to consolidate consumers’ trust. On a midterm level, further structural investments will be necessary to successfully compete in the future and serve a perspectively growing market.
Zitierform
In: Future of Food: Journal on Food, Agriculture & Society Vol. 10 / No. 3 (2022-07-31) eissn:2197-411XSammlung(en)
Vol 10, No 3 (2022) (Future of Food: Journal on Food, Agriculture & Society // The Future of Food Journal: Journal on Food, Agriculture & Society)Zitieren
@article{doi:10.17170/kobra-202204136011,
author={Piroth, Philipp and Rüger-Muck, Edith},
title={Icing the Cake: A Lifestyle-based Benefit and Preference Analysis on Online Grocery Shopping},
journal={Future of Food: Journal on Food, Agriculture & Society},
year={2022}
}
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2022-08-12T10:12:41Z 2022-08-12T10:12:41Z 2022-07-31 doi:10.17170/kobra-202204136011 http://hdl.handle.net/123456789/14052 eng Namensnennung 4.0 International http://creativecommons.org/licenses/by/4.0/ online food marketing online grocery shopping focus group research consumer preference theory of planned behaviour 300 630 Icing the Cake: A Lifestyle-based Benefit and Preference Analysis on Online Grocery Shopping Aufsatz Germany has not kept pace with the global development of online grocery shopping (OGS) and despite a pandemic-related increase remains on a moderate level. This phenomenon may reflect infrastructural benefits of stationary retailing, personal and household preferences, and perceptions of OGS services. To this end, this study investigates the determinants of OGS benefit perception addressing the interconnection between personal and household benefits and situational conditions based on qualitative data analysis. Data in three consumer lifestyle segments are gathered from a total of twelve German consumers. The study’s theoretical structure resorts to the theory of planned behaviour (TPB) to cluster beliefs and assess the impact of situational conditions. The study’s findings reveal large knowledge gaps and different individual preferences in service usage across the groups. We then reflect these preferences in the circumstances of the pandemic. We propose that retailers should increase advertising and consumer education efforts in some consumer segments while enhancing service transparency to consolidate consumers’ trust. On a midterm level, further structural investments will be necessary to successfully compete in the future and serve a perspectively growing market. open access Piroth, Philipp Rüger-Muck, Edith Deutschland Electronic Shopping COVID-19 Stationärer Handel Flexibilität Kaufverhalten Lebensmittelkauf Supermarkt Lieferservice Anpassung Einkaufen Marktpsychologie publishedVersion eissn:2197-411X No. 3 Future of Food: Journal on Food, Agriculture & Society Vol. 10 false 552
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