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Factors influencing the use of e-commerce in the agri-food sector: an analysis of Italian consumers

Author

Listed:
  • Vladi Finotto

    (Dept. of Management, Università Ca' Foscari Venice)

  • Christine Mauracher

    (Dept. of Management, Università Ca' Foscari Venice)

  • Isabella Procidano

    (Dept. of Management, Università Ca' Foscari Venice)

Abstract

Understanding the determinants of users’ propensity to purchase goods online is urgent for firms in the food industry. The present paper aims at analyzing how socio-demographic traits and characteristics influence consumers’ propensity to buy online. More specifically, the paper aims at understanding whether there are any differences or similarities in online purchases of food and beverage items vis-à-vis the purchases of non-food items. We find that a variety of socio-demographic characteristics influence online buying behavior and do soin nuanced ways. As far as food purchases are concerned, we find that males, aged 40-49 are more inclined to buy food and beverage online. While age and gender explain online shopping for food and beverage, other variables, such as education and place of residence, play a role in explaining the propensity to buy online non-food items. Several indications related to the preferences of customers in terms of additional services are proffered throughout the paper.

Suggested Citation

  • Vladi Finotto & Christine Mauracher & Isabella Procidano, 2020. "Factors influencing the use of e-commerce in the agri-food sector: an analysis of Italian consumers," Working Papers 01, Department of Management, Università Ca' Foscari Venezia.
    • Handle: RePEc:vnm:wpdman:171
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    References listed on IDEAS

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    1. Kannan, P.K. & Li, Hongshuang “Alice”, 2017. "Digital marketing: A framework, review and research agenda," International Journal of Research in Marketing, Elsevier, vol. 34(1), pages 22-45.
    2. Freathy, Paul & Calderwood, Eric, 2013. "The impact of internet adoption upon the shopping behaviour of island residents," Journal of Retailing and Consumer Services, Elsevier, vol. 20(1), pages 111-119.
    3. Kim, Yeolib & Peterson, Robert A., 2017. "A Meta-analysis of Online Trust Relationships in E-commerce," Journal of Interactive Marketing, Elsevier, vol. 38(C), pages 44-54.
    4. Pascual-Miguel, Félix J. & Agudo-Peregrina, Ángel F. & Chaparro-Peláez, Julián, 2015. "Influences of gender and product type on online purchasing," Journal of Business Research, Elsevier, vol. 68(7), pages 1550-1556.
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    Cited by:

    1. Dominici, Andrea & Boncinelli, Fabio & Gerini, Francesca & Marone, Enrico, 2021. "Determinants of online food purchasing: The impact of socio-demographic and situational factors," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    2. Leo Van Hove, 2022. "Consumer characteristics and e-grocery services: the primacy of the primary shopper," Electronic Commerce Research, Springer, vol. 22(2), pages 241-266, June.

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    Keywords

    e-commerce; online shopping; food and beverage;
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