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      Food choice in the e-commerce era: A comparison between business-to-consumer (B2C), online-to-offline (O2O) and new retail

      Wang, Ou; Somogyi, Simon; Charlebois, Sylvain
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      Open access version_Food Choice in e commerce era.pdf
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      DOI
       10.1108/BFJ-09-2019-0682
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      Wang, O., Somogyi, S., & Charlebois, S. (2020). Food choice in the e-commerce era: A comparison between business-to-consumer (B2C), online-to-offline (O2O) and new retail. British Food Journal, 122(4), 1215–1237. https://doi.org/10.1108/BFJ-09-2019-0682
      Permanent Research Commons link: https://hdl.handle.net/10289/14150
      Abstract
      Purpose

      This study associated consumers' food choice motives and socio-demographic characteristics with their attitudes and consumptions towards food shopping with four e-commerce modes: business-to-consumer (B2C), online-to-offline delivery (O2O Delivery), online-to-offline in-store (O2O In-store) and New Retail. It also explored consumer preferences for specific food categories within the four e-commerce modes.

      Design/methodology/approach

      An online survey was administered to 954 participants from three Chinese cities: Beijing, Shanghai and Shenzhen. Descriptive analysis and linear regression were used in the data analysis.

      Findings

      The following food choice motives (FCMs) and socio-demographic characteristics had a significant effect on food e-commerce attitudes and/or consumption, with some or all of the four e-commerce modes: Taste Appeal, Value for Money, Safety Concerns, Quality Concerns, Processed Convenience, Purchase Convenience, Others' Reviews, City, Gender, Household Size, Age, Income, Occupation and Marital Status. Consumers also have different consumption preferences for food categories in the four e-commerce modes.

      Originality/value

      This is the first study to associate consumer FCMs and socio-demographics with their e-commerce attitudes and consumption regarding food in four e-commerce modes: B2C, O2O Delivery, O2O In-store and New Retail.
      Date
      2020
      Type
      Journal Article
      Publisher
      Emerald Group Publishing Ltd
      Rights
      © 2020, Emerald Publishing Limited]. This AAM is provided for your own personal use only. It may not be used for resale, reprinting, systematic distribution, emailing, or for any other commercial purpose without the permission of the publisher
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      • Management Papers [1135]
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