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dc.contributor.authorWang, Ouen_NZ
dc.contributor.authorSomogyi, Simonen_NZ
dc.date.accessioned2021-03-03T21:04:44Z
dc.date.available2021-03-03T21:04:44Z
dc.date.issued2018en_NZ
dc.identifier.citationWang, O., & Somogyi, S. (2018). Consumer adoption of online food shopping in China. British Food Journal, 120(12), 2868–2884. https://doi.org/10.1108/BFJ-03-2018-0139en
dc.identifier.issn0007-070Xen_NZ
dc.identifier.urihttps://hdl.handle.net/10289/14151
dc.description.abstractPurpose The purpose of this paper is to explore the impacts of innovation-adoption characteristics on Chinese consumers’ adoption of online food shopping. It also examines consumers’ online purchase preferences for specific food categories and the consumer segments shopping for food online in China. Design/methodology/approach The data were collected through a web-based survey (n=643, in three cities: Beijing, Guangzhou and Chongqing). Descriptive analysis, cluster analysis, factor analysis and structural equation modeling were employed for data analysis. Findings Participants had strong online purchase intentions toward snack and imported food, while they had weak online purchase intentions toward fresh food products such as meat, eggs, vegetables, fish and seafood. Two consumer segments were found: online-food-conservative (42 percent) and online-food-pioneer (58 percent). Factor analysis resulted in an adjusted factorial structure of the innovation-adoption characteristics, which was considered more appropriate within the context of Chinese consumers when shopping for food online. Path analysis found that Chinese consumers’ attitudes and/or purchase intentions were positively linked to their perceived incentives and negatively associated with their perceived complexity for online food shopping. Originality/value This is the first study to explore consumer segments, consumption psychology (innovation-adoption characteristics) and product preferences related to online food shopping with a sample from China, the largest e-commerce country. The findings can help food producers and marketers to better understand Chinese consumers’ online food shopping behaviors in order to meet the needs of consumers and have further success in this major market.
dc.format.mimetypeapplication/pdf
dc.language.isoenen_NZ
dc.publisherEmerald Group Publishing Ltden_NZ
dc.rights© 2018, 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.
dc.subjectScience & Technologyen_NZ
dc.subjectLife Sciences & Biomedicineen_NZ
dc.subjectAgricultural Economics & Policyen_NZ
dc.subjectFood Science & Technologyen_NZ
dc.subjectAgricultureen_NZ
dc.subjectStructural equation modellingen_NZ
dc.subjectSegmentationen_NZ
dc.subjectChinese consumeren_NZ
dc.subjectInnovation-adoption characteristicsen_NZ
dc.subjectOnline food shoppingen_NZ
dc.subjectPLANNED BEHAVIORen_NZ
dc.subjectTRADITIONAL FOODen_NZ
dc.subjectEUROPEAN FOODen_NZ
dc.subjectGROCERYen_NZ
dc.subjectCONSUMPTIONen_NZ
dc.subjectCHOICEen_NZ
dc.subjectASSOCIATIONSen_NZ
dc.subjectPERCEPTIONSen_NZ
dc.subjectINTENTIONen_NZ
dc.subjectPRODUCTSen_NZ
dc.titleConsumer adoption of online food shopping in Chinaen_NZ
dc.typeJournal Article
dc.identifier.doi10.1108/BFJ-03-2018-0139en_NZ
dc.relation.isPartOfBritish Food Journalen_NZ
pubs.begin-page2868
pubs.elements-id227233
pubs.end-page2884
pubs.issue12en_NZ
pubs.publication-statusPublisheden_NZ
pubs.volume120en_NZ
dc.identifier.eissn1758-4108en_NZ


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