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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
강충한
Advisor
문정훈
Major
농업생명과학대학 농경제사회학부
Issue Date
2016-08
Publisher
서울대학교 대학원
Keywords
online grocery shoppingpurchase channel selectionproduct heterogeneitysearch costsfood 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
URI
https://hdl.handle.net/10371/126154
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College of Agriculture and Life Sciences (농업생명과학대학)Dept. of Agricultural Economics and Rural Development (농경제사회학부)Theses (Master's Degree_농경제사회학부)
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