Online Grocery Shopping at Multichannel Supermarkets: The Impact of Retailer Brand Equity

IF 3.6 Q2 BUSINESS

Journal of Food Products Marketing Pub Date : 2021-02-12 DOI:10.1080/10454446.2021.1894296

Anne Badenhop, M. Frasquet

引用次数: 16

Abstract

ABSTRACT Online shopping for food products is quickly accelerating worldwide, particularly following the impact of COVID-19 pandemic. Most e-grocers are multichannel supermarkets that have developed the online channel. This paper aims to investigate the intention to purchase at the online channel of a multichannel supermarket as a function of retailer brand equity and technology acceptance model (TAM)-based variables. The model was tested through structural equation modeling using EQS. Results based on a survey answered by 154 customers of a leading multichannel supermarket in Germany show that variables defining retailer brand equity, i.e., retailer awareness, retailer associations, retailer perceived quality, and retailer loyalty contribute, together with perceived usefulness, to explain intentions to shop online at multichannel supermarkets.

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多渠道超市的网上杂货购物：零售商品牌资产的影响

摘要食品在线购物在全球范围内迅速加速，特别是在新冠肺炎疫情的影响下。大多数电子杂货商都是开发了在线渠道的多渠道超市。本文旨在研究多渠道超市的在线渠道购买意愿与零售商品牌资产和基于技术接受模型（TAM）的变量之间的关系。该模型使用EQS通过结构方程建模进行了测试。基于对德国一家领先的多渠道超市154名顾客的调查结果显示，定义零售商品牌资产的变量，即零售商意识、零售商协会、零售商感知质量和零售商忠诚度，以及感知有用性，解释在多渠道超市网上购物的意图。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Food Products Marketing BUSINESS-

CiteScore

5.70

自引率

6.90%

发文量

期刊介绍： From food promotion and advertising through new food product development and consumer behavior research, the Journal of Food Products Marketing provides timely, practical articles that keep food marketers on the cutting edge of their profession. The journal includes refereed research studies as well as opinions, guidelines, and speeches by practitioners that contribute to the better practice and understanding of food marketing. The journal provides a single forum for both food marketing academicians and food marketing practitioners.