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Three Essays of Grocery Consumers' Channel Selection Behavior between Online and Offline Market : 소비자들의 농식품 구매채널 선택행동
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- Authors
- Advisor
- 문정훈
- Major
- 농업생명과학대학 농경제사회학부
- Issue Date
- 2016-08
- Publisher
- 서울대학교 대학원
- Keywords
- online grocery shopping ; purchase channel selection ; product heterogeneity ; search costs ; food related lifestyle
- Description
- 학위논문 (석사)-- 서울대학교 대학원 : 농경제사회학부 지역정보전공, 2016. 8. 문정훈.
- Abstract
- Electronic commerce has pervaded consumers daily life since the 1990s, but
online grocery is still lagging behind. This study aims to identify the hurdles
online grocery faces and the ways to get over the hurdles. To accomplish the
aim of study, grocery consumers channel selection behavior is investigated
using three consecutive studies. Study 1 examines the effects of consumers
food-related lifestyles on channel selection. The results show a positive
determinant of online channel selection is consumers perception regarding
freshness in the case of grains, and cost performance in the case of vegetables.
In study 2, factors regarding diffusion rate of online grocery is investigated,
and perceived compatibility is identified as a significant determinant of online
channel selection. In study 3, grocery consumers exclusiveness of online
channel usage is examined. It is shown that grain consumers use the online
channel exclusively, but vegetable consumers do not. Several implications are
also suggested.
- Language
- English
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