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What factors affect Chinese consumers’ online grocery shopping? Product attributes, e-vendor characteristics and consumer perceptions

Author

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  • Qiujie Zheng
  • Junhong Chen
  • Robin Zhang
  • H. Holly Wang

Abstract

Purpose - In this paper, we provide a simple conceptual framework with empirical analysis to investigate the effect of product attributes and e-vendor characteristics that are potentially included in the online shopper’s information search on their online shopping behavior in China. Design/methodology/approach - This paper examines consumers’ online shopping frequency for food/grocery using an ordered logit model and for fresh food (a subcategory of food/grocery) using a two-part model, considering product attributes, e-vendor characteristics, and consumer perceptions and characteristics. Findings - The results show that product origin is an influencing factor in shopping for fresh food online, reflecting consumers’ growing interests in imported food or specialty food from other areas. Consumers are more likely to shop online for fresh food if they perceive online shopping as having a price advantage. But consumers who view price as a top factor are less likely to buy fresh food online frequently. Thus competitive prices might be a motive for online fresh food shopping, but consumers concerned about price do not necessarily shop frequently. Negative perceptions of product freshness reduce consumers’ likelihood and frequency of shopping for fresh food online. Concerns on food quality and e-vendors’ credibility prevent consumers from frequently shopping for fresh food online. Social and demographic characteristics also influence consumers’ decisions. Originality/value - This paper provides a better understanding of consumer’s online grocery shopping preferences and sheds light on policy and regulation design and implementation in the e-commerce industry, which will ultimately protect and benefit consumers.

Suggested Citation

  • Qiujie Zheng & Junhong Chen & Robin Zhang & H. Holly Wang, 2020. "What factors affect Chinese consumers’ online grocery shopping? Product attributes, e-vendor characteristics and consumer perceptions," China Agricultural Economic Review, Emerald Group Publishing Limited, vol. 12(2), pages 193-213, February.
    • Handle: RePEc:eme:caerpp:caer-09-2018-0201
    DOI: 10.1108/CAER-09-2018-0201
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    Citations

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    Cited by:

    1. Wanglin Ma & Puneet Vatsa & Hongyun Zheng & Yanzhi Guo, 2022. "Does online food shopping boost dietary diversity? Application of an endogenous switching model with a count outcome variable," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 10(1), pages 1-19, December.
    2. Pham Quang Huy & Vu Kien Phuc, 2023. "Big data in relation with business intelligence capabilities and e-commerce during COVID-19 pandemic in accountant’s perspective," Future Business Journal, Springer, vol. 9(1), pages 1-21, December.
    3. Yang, Luming & Xu, Min & Xing, Lin, 2022. "Exploring the core factors of online purchase decisions by building an E-Commerce network evolution model," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    4. Yu Jiang & H. Holly Wang & Shaosheng Jin, 2023. "Mobilising the public to fight poverty using anti‐poverty labels in online food markets: Evidence from a real experimental auction," Journal of Agricultural Economics, Wiley Blackwell, vol. 74(1), pages 168-190, February.
    5. 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).
    6. Alaimo, Leonardo Salvatore & Fiore, Mariantonietta & Galati, Antonino, 2022. "Measuring consumers’ level of satisfaction for online food shopping during COVID-19 in Italy using POSETs," Socio-Economic Planning Sciences, Elsevier, vol. 82(PA).
    7. Jiexi Shen & Zhanguo Zhu & Matin Qaim & Shenggen Fan & Xu Tian, 2023. "E‐commerce improves dietary quality of rural households in China," Agribusiness, John Wiley & Sons, Ltd., vol. 39(S1), pages 1495-1511, December.
    8. Jiangyuan Hou & Mingyue Du & Qingjie Zhou, 2023. "What People Talk About Multi-Channel Purchasing Behavior and What They Intend to do: Related Perspective From ESG Evaluation System," SAGE Open, , vol. 13(4), pages 21582440231, October.
    9. Chakraborty, Debarun & Siddiqui, Aaliyah & Siddiqui, Mujahid & Mohmmad H Alatawi, Fatmah, 2022. "Exploring consumer purchase intentions and behavior of buying ayurveda products using SOBC framework," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    10. 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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