FACTORS INFLUENCING CONSUMERS' LIKELIHOOD OF PURCHASING SPECIALTY FOOD AND DRINK PRODUCTS ON-LINE: RESULTS OF CONSUMER REVIEWS OF 12 SELECTED SITES
A total of twelve companies marketing specialty food and drink products on the World Wide Web were identified for this study. Four each marketed coffee, salsa, and seafood. Over a three week period, 163 respondents completed a total of 973 site evaluations. While respondents preferred to purchase products from a retail store, the majority identified at least one product from the sites which they would likely purchase on-line in the next six months. Respondents who regularly purchase one of the products monthly or more often were significantly more likely to make an on-line purchase in the future than those who purchase the product less frequently. Respondents who rated the overall appeal of a company's WWW site as good or excellent were nearly six times as likely to say that they would be likely to purchase the product on-line than those who rated the site as fair or poor. While no single site characteristic stood out relative to the others as having a major influence on increasing the likelihood of making an on-line purchase, insufficient company and/or product information reduced consumers' willingness to purchase on-line and by mail order.
Year of publication: |
1996
|
---|---|
Authors: | White, Gregory K. |
Published in: |
Journal of Food Distribution Research. - Food Distribution Research Society - FDRS. - Vol. 27.1996, 3
|
Publisher: |
Food Distribution Research Society - FDRS |
Keywords: | Consumer/Household Economics |
Saved in:
freely available
Saved in favorites
Similar items by person
-
RESPONSE BIAS IN A MAIL SURVEY: AN EXAMPLE FROM A LAND USE STUDY
White, Gregory K., (1980)
-
THE DEMAND FOR MAINE RESIDENT HUNTING AND FISHING LICENSES
Reiling, Stephen D., (1980)
-
International online marketing of foods to US consumers
White, Gregory K., (1997)
- More ...