Enhancing mobile coupon redemption in fast

food campaigns
Banerjee, Sy; Yancey, Scott . Journal of Research in Interactive Marketing ; Bradford  Vol. 4, Iss. 2, 
(2010): 97-110.

ProQuest document link

ABSTRACT
 
Purpose - The purpose of this paper is to illustrate how managers can strategize different aspects of mobile
coupon promotions to enhance their redemption rates. Design/methodology/approach - A secondary dataset of
campaign designs and responses were provided by a Midwestern mobile marketing firm. The data were further
analyzed using analysis of variance and mean comparisons. Findings - Consumers are more responsive to coupon
designs which are congruent with the nature of the product. For utilitarian products, they respond more to
"smarter" deals with dollar or percent off, and for hedonic products, they respond more to the timing of receiving
the message. Practical implications - Marketers need to better understand local customer demographic profiles to
be able to identify their lifestyle - convenient timings, needs, and cravings, so that coupons can be accordingly
designed. Originality/value - This paper examines behavioral data in a new (mobile) medium of direct marketing,
which allows the authors to capture data across a wider range of physical situations than traditional media, adding
more richness and validity to the findings of the paper.[PUBLICATION ABSTRACT]

DETAILS

Subject: Fast food industry; Discount coupons; Sales promotions; Mobile communications
networks; Advertising; Statistical analysis

Location: United States--US

Classification: 8380: Hotels &restaurants; 7200: Advertising; 5250: Telecommunications systems

&Internet communications; 9130: Experimental/theoretical; 9190: United States

Publication title: Journal of Research in Interactive Marketing; Bradford

Volume: 4

Issue: 2

Pages: 97-110

Publication year: 2010

Publication date: 2010

Publisher: Emerald Group Publishing Limited

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 Place of publication: Bradford

Country of publication: United Kingdom, Bradford

Publication subject: Business And Economics--Marketing And Purchasing

ISSN: 20407122

Source type: Scholarly Journals

Language of publication: English

Document type: Feature

Document feature: Graphs Tables Equations References

DOI: http://dx.doi.org/10.1108/17505931011051650

ProQuest document ID: 761444398

Document URL: https://search.proquest.com/docview/761444398?accountid=26631

Copyright: Copyright Emerald Group Publishing Limited 2010

Last updated: 2016-03-19

Database: Technology Collection

LINKS

Intentions to purchase food through the internet:

developing and testing a model
Quevedo-Silva, Filipe; Freire, Otavio; Lima-Filho, Dario de Oliveira; Brandão, Marcelo Moll; Isabella,
Giuliana; Moreira, Luísa Brito . British Food Journal ; Bradford  Vol. 118, Iss. 3,  (2016): 572-587.

ProQuest document link

ABSTRACT
 
Purpose
- The purpose of this paper is to assess the factors affecting intentions to purchase food through the internet.
Based on the available literature - more specifically, on Ajzen's (1985) theory of planned behaviour and Grunert and
Ramus' model (2004) - this study proposes and tests a model of planned food purchases via the internet.
Design/methodology/approach
- A quantitative study was conducted among 403 respondents. Data were analyzed using structural equation

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modelling.
Findings
- The main results demonstrated that attitude and perceived difficulty are the antecedents of purchase intentions.
Perceived risk had a negative relationship with attitude. With respect to lifestyle, novelty was positively related to
attitude, and freshness was negatively related. In addition, novelty had only an indirect effect on intention, which
was mediated by attitude. A wired lifestyle had a positive relationship with attitude, and a negative relationship
with perceived difficulty.
Originality/value
- This study operationalizes and improves Grunert and Ramus' (2004) model of intention to buy food over the
internet, by developing, testing and presenting a more comprehensive model.

FULL TEXT
 
1. Introduction
Consumers are constantly seeking to save time. The possibility of purchasing grocery products through retailers'
websites, by simply clicking the mouse button for the required items and then receiving the products at home with
minimal additional costs, such as for delivery, is perceived as a useful shopping method (Kurnia and Chien, 2003).
Food-buying over the internet is a growing trend in many countries such as the UK (Grunert and Ramus, 2004),
Brazil (Paulino, 2012), India (Naresh et al. , 2015) and others.
The tendency towards greater convenience in terms of time and space can be observed through the efforts
produced by major restaurant chains (such as McDonald's and Domino's Pizza), as well as small shops. A
restaurant, for instance, now has the ability to provide online delivery services on its website and to allow
consumers to look at its menu, order and, perhaps, pay over the internet. According to Skallerud et al. (2009),
convenience has been an increasingly important factor in the choice of foods in the context of contemporary
society. There are also some websites that specialize in ready-to-eat food delivery, such as Web Restaurant, iFood
and Gourmex. They work as centralizers for restaurants, offering food service entrepreneurs a place to publicize
and market their menus, as well as tools, for online selling - working basically like an online food court
(Albuquerque, 2011).
In order to understand this phenomenon, it is necessary to assess the consumer decision process. From the
perspective of Ajzen's (1985) theory of planned behaviour, consumer intentions are influenced by their attitude
towards the product, subjective norms, perceived control and perceived difficulties. The decision-making process
in buying food is influenced by a series of elements that vary according to the group (Kasem and Shamima, 2014),
or even from person to person (Mazaheri et al. , 2012; Richard and Chebat, 2016). Food characteristics, both
intrinsic and extrinsic, are fundamental in choosing a product or brand (Naresh et al. , 2015). Specific studies on
eating habits (Almeida et al. , 2010; Hare, 2003) have discussed and presented the food attributes that are most
relevant to consumers. Some authors have also assessed the importance of food appearance in relation to choice
(Lima-Filho et al. , 2008).
Therefore, besides the two factors of saving time and food appearance, other factors appear to be very important
regarding food purchasing intentions. These are: nutritional quality, price, the opportunity to avoid unpleasant
situations, convenience and comfort. Concern over the nutritional quality of food is directly linked to health issues
and is pointed out as an important attribute at the time of purchase (Almeida et al. , 2010). Food price is also an
important factor affecting buying decisions (Viebig et al. , 2009; Lima-Filho et al. , 2008). The person deciding the
purchase, the one who actually purchases, the point-of-purchase, other people with whom consumers have their
meals, the place at which the meals are made during the week and at weekends and the frequency of consumption
of certain foods are some of the issues addressed by several scientific studies (Almeida et al. , 2010; Lima-Filho et
al. , 2008). In some countries, other reasons such as social turbulence, violence in cities, heavy traffic and
unwillingness to attend crowded places have also been studied (Silva, 2005). Consumers choose online delivery

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because it offers greater comfort, speed and accuracy; at the same time, restaurants are seeking a potential
increase in their revenues and a reduction of errors in deliveries, as a response to market demands (Kimes, 2011).
Thus, the present study aims to assess the factors that affect intentions to buy food through the internet. More
specifically, the researchers improve upon the model by Grunert and Ramus (2004) and propose a more complete
one. The authors also decided to operationalize this model, since the research conducted by Grunert and Ramus
has not yet been operationalized.
2. Previous model of intentions to buy food through the internet
The existing theoretical model for intentions to buy food online was developed by Grunert and Ramus (2004). The
authors consider that, in order to understand internet food purchases, the willingness to buy is influenced by the
consumer's attitude towards the object, their subjective norms, the perceived control and the perceived difficulty,
following Ajzen's (1985) theory. Considering the specific context of the study, the authors decided to add lifestyle
to the model. According to Grunert and Ramus, lifestyle would be a determinant of exposure, attention and
understanding of information, relevant to the formation of beliefs about buying food online (Rose et al. , 2011; Fu
et al. , 2015). The factors studied by the authors were: risk aversion; wired lifestyle(i.e. relationship between the
individual and the internet); and lifestyle linked to food. The latter includes five elements: ways of buying; quality
aspects; cooking methods; consumption situations; and reasons for buying (Grunert et al. , 1997, 2001). From
these five elements, Grunert and Ramus proposed the use of the first two aspects. Figure 1 shows their model of
intentions to buy food online.
2.1. Developing a model of intentions to buy food through the internet
Attitude can be considered one of the most relevant concepts in studies on consumer behaviour and social
psychology (Sheth et al. , 1999). According to Mitchell and Olson (1981), this is because attitudes can be
considered as stable predispositions towards subsequent behaviours. Thus, attitude can be used to predict or
anticipate such behaviours (Mazaheri et al. , 2012; Fu et al. , 2015; Richard and Chebat, 2016). The relationship
between attitude and behavioural intention was studied by Bagozzi (1981), who observed a significant relation
between the two. Vermeir and Verbeke (2008) conducted a study which also found a similar result. Based on the
theory of planned behaviour, the two authors studied sustainable food consumption among 456 young adults in
Belgium and they identified attitude as one of the factors that explained the intention to eat sustainable food.
Quevedo-Silva et al . (2015) studied people's behaviour regarding beef consumption and they also confirmed that
attitude was an antecedent of consumption intention. Thus, in line with the theory and the previous mentioned
studies, the first hypothesis of this study is suggested:
H1. Attitude towards buying food through the internet is positively related to intention to buy food through the
internet.
Subjective norms refer to individuals' motivations to behave in certain ways, because they believe that such
behaviour will fulfil the expectations of important people in their lives (Mowen, 1993). Studies have shown that
subjective norms can encourage the use of technologies and online purchases (Ure, 2002; Fu et al. , 2015).
Therefore, it is expected that if consumers come to believe that the people around them have a positive attitude
towards buying food over the internet, they will also adopt this attitude (Grunert and Ramus, 2004), leading to the
second hypothesis of this study:
H2. Subjective norms are positively related to intention to buy food through the internet.
Perceived control concerns the ability to perform any action, whereas perceived difficulty refers to external factors
that can hinder the performance of this action (Sparks et al. , 1997). In the present study, perceived control
addresses the individuals' ability to buy food from the internet when and how they want to; whereas perceived
difficulty can be any impediment or barrier - for example, technological issues - that can disrupt this purchase.
According to the theory of planned behaviour (Ajzen, 1991) and the extended model applied to online consumer
behaviour to understand why consumers buy and provide positive word-of-mouth recommendations (Fu et al. ,
2015), people with higher perceived control will have a greater intention to behave in a certain way - whereas
people with greater perceived difficulty will have lower behavioural intention. Therefore, H3 and H4 of this study

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are:
H3. Perceived control is positively related to intention to buy food through the internet.
H4. Perceived difficulty is negatively related to intention to buy food through the internet.
In addition to the theory of planned behaviour, Grunert and Ramus (2004) included consumer lifestyle variables in
their model. The wired lifestyle refers to the relationship between people and the internet (Bellman et al. , 1999).
According to the authors, people who have a greater affinity with the internet find it easier to use online tools.
Since they have a positive attitude towards the internet, they would be more likely to have a positive attitude
towards making purchases online (Rose et al. , 2011; Li et al. , 2012). In addition, as some of the aspects of the
wired lifestyle include the amount of time spent online and the perception that using the internet to communicate
is essential, it could be considered that the perception of subjective norms would also be influenced by this
lifestyle. Accordingly, based on the work of these researchers, it is assumed that:
H5. A wired lifestyle is positively related to attitude towards buying food through the internet.
H6. A wired lifestyle is positively related to subjective norms.
H7. A wired lifestyle is positively related to perceived control.
H8. A wired lifestyle is negatively related to perceived difficulty.
An important factor affecting internet purchases is the risk associated with the transaction. Internet marketing
requires greater consumer trust towards the company from which consumers are buying. Several studies
(Edelman and Brandi, 2014; Chiu et al. , 2014; Teo and Liu, 2007) relate online buying with greater risks, because it
occurs at a distance from the buyer. The fear of having data stolen, or even of being the victim of fraud, must also
be considered. According to the results of these studies, consumers who think that the online environment is
unsafe are less likely to buy over the internet.
Grunert and Ramus (2004) also argue that another aspect of perceived risk would be its impact on consumer trust
towards the online buying environment. Since the risk is an external factor for the consumer - and the higher the
risk, the greater the perceived difficulty and the lower the perceived control - it is expected that:
H9. Perceived risk is negatively related to attitude towards buying food through the internet.
H10. Perceived risk is negatively related to perceived control.
H11. Perceived risk is positively related to perceived difficulty.
In addition to consumers' lifestyle related to the use of the internet, Grunert and Ramus (2004) also discuss the
lifestyle related to food consumption. In order to operationalize the model, the authors suggest that researchers
should use the food-related lifestyle instrument (Grunert et al. , 1997) and, more specifically, two of its factors:
ways of buying and quality aspects. By examining the scale and its factors, it is possible to observe that novelty
could be related to online buying behaviour, since it is related to the desire to try new things in food consumption.
Another quality aspect that could be included in the model is freshness. People who care about the freshness of
their food might avoid buying online, because this procedure can hinder the verification of the food when
compared to conventional buying, where people can examine or even touch the food during the buying decision
process.
Regarding this issue, Gains (1994) states that the decision-making process for buying food involves three
dimensions: situation, food and consumer characteristics. The latter refers to variables such as income, age, sex,
education, personality, mood, status, culture, family stage and habits. Thus, based on the relationship proposed by
Grunert and Ramus (2004) and Gains' theory of the decision process for buying food, the following hypotheses
arise:
H12. Novelty is positively related to attitude towards buying food through the internet.
H13. Freshness is negatively related to attitude towards buying food through the internet.
The last construct of the model, still related to lifestyle concerning food, refers to the ways of buying, which
addresses the preferences of the buying process and is composed of six dimensions. By examining them all, it is
possible to observe that the only one that could be used in the model is the importance of information for buying.
One of the characteristics of online commerce is that consumers have the possibility to compare, almost

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instantaneously, promotions around the world through a large amount of information (Li et al. , 2012; Kuttner,
1998). People who require a large amount of information to make a purchase might feel more comfortable buying
in this environment. Therefore:
H14. Information searching is positively related to attitude towards buying food through the internet.
Based on a review of the relevant literature, the model in Figure 2 is proposed.
3. Methods
3.1. Participants
This quantitative and descriptive study investigated and tested the antecedents of the intentions to buy food
online among Brazilian consumers. An online survey was conducted among consumers in the whole national
territory. The onset and management of the link was administered during the first week of February 2013 through a
market research company panel. There were 528 respondents initially, but after eliminating missing data, these
were reduced to 403 respondents.
The target population of the survey was composed of consumers who had internet access. The sample was
characterized as non-probabilistic (Hair et al. , 2010). However, in order to give greater validity and
representativeness to the data, the collection was performed according to the proportional distribution of
households with internet access in the entire Brazilian territory (PNAD, 2011).
3.2. Measurement scales
Raju's (1980) scale, composed of three items, was used to measure risk aversion. Wired lifestyle was measured
through a five-item scale adapted from Park and Jun (2003). Search for information, novelty and freshness were
measured using the food-related lifestyle instrument (Grunert et al. , 1997). Each dimension was composed of
three items. Subjective norms, perceived control and perceived difficulty were measured using Chen's (2007) scale,
adapted to the context of the research and composed of two, three and three items, respectively. All measures
were operationalized through a Likert-type scale, ranging from 1 (completely dissatisfied) to 7 (completely
satisfied). Attitude towards buying food through the internet was adapted from Ahluwalia and Burnkrant (2004)
and the measurement was carried out using four semantic differential items. Finally, Kozup et al .'s (2003) scale
was adapted to measure the intentions to buy food online through semantic differentials.
3.3. Sample characteristics
The sample was composed of 49.6 per cent respondents from the southeast, 19.4 per cent from the northeast,
16.1 per cent from the south, 8.9 per cent from the Mid-west and 6 per cent from the north of the country. A total of
403 valid questionnaires were collected. Among the respondents, 70.2 per cent were female, 43.7 per cent ranged
from 25 to 35 years and 67.3 per cent had completed high school.
3.4. Data analysis
The data were analyzed through confirmatory factor analysis (CFA) and structural equation modelling using SPSS
Amos 20.0 software. CFA was performed following Anderson and Gerbing's (1988) and Hair et al .'s (2014) criteria.
The adequacy of the measurement model was analyzed, as was: the convergent validity of the constructs
concerning the extent to which items of a latent variable explain its total variance, expressed by [lambda] values of
the items of each variable; average variance extracted (AVE) and composite reliability (CL); and discriminant
validity, related to the extent to which latent variables are independent of each other, following the criteria of
Fornell and Larcker (1981). During this step, it was necessary to re-specify the model, to seek validation. The
variables used were Contr1 (the perceived control construct); Diffic1 (the perceived difficulty construct); Wired1,
Wired2 and Wired3 (wired construct); and Risk1 (perceived risk construct). The structural model was assessed at
the second step (i.e. the relationships between the latent constructs).
4. Results and discussion
First, the measurement model was drawn up for assessing discriminant and convergent validities of latent
variables. The initial model did not present an acceptable adjustment (GFI=0.893, AGFI=0.865, NFI=0.903,
CFI=0.952, TLI=0.943, RMSEA=0.046). Thus, the authors adjusted the model by removing the variables with no
significant lambdas until acceptable indicators were found. The re-specified model presented a standardized [chi]

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2 of 1.794, GFI=0.921, AGFI=0.891, NFI=0.938, CFI=0.971, TLI=0.963, RMSEA=0.044, and all indicators were
statistically significant (p <0.01). All these indices met the recommended guidelines for model adequacy and were
considered acceptable (Byrne, 2010; Hair et al. , 2010). The results are shown in Table I.
The next step was to examine the CL and convergent and discriminant validity. Table I shows the composite
reliabilities, the AVE and the Cronbach's [alpha] ' s (CA) of the constructs. The AVE is a measure of model
convergent validity and should be 0.50 or higher (Hair et al. , 2010). For this model the AVE of perceived control
was 0.437, below the acceptable level. CA values above 0.60 and 0.70 are considered suitable and CL values of
0.70 and 0.90 are satisfactory (Hair et al. , 2014). Again, the perceived control construct showed the lowest values
but had a Cronbach's [alpha] value that was acceptable for continuing the analysis.
The criteria of Fornell and Larcker (1981) were used to evaluate the discriminant validity of the constructs.
Discriminant validity is the extent to which the indicators of a model representing a single construct and the
construct indicators are distinct from the other constructs in the model. The square roots of AVEs should be
higher than the correlations between the constructs. The results indicated a lack of discriminant validity between
the perceived difficulty and perceived control constructs (see Table II). Therefore, a new test of discriminant
validity was carried out using the method of comparison with a forced model and a [chi] 2 test. This method
consisted of fixing the correlation between a pair of constructs and estimating the measurement model again
(McKnight et al. , 2002). Discriminant validity is confirmed if the tests of the differences between the [chi] 2
(Anderson and Gerbing, 1988) of the original and forced models are significant, and if the adjustment indices are
lower than those of the original model. Therefore, based on the data presented in Table II, it is possible to confirm
the discriminant validity of the measurement model originally proposed. Overall, therefore, it is concluded that the
constructs of the model are reliable and valid.
After testing the validity of the constructs, a structural modelling equation was carried out and the results can be
seen in Table III. These results point out that most of the estimated coefficients were significant. In addition, all
the adjustment indices were appropriate (GFI=0.907, AGFI=0.880, NFI=0.921, CFI=0.951, TLI=0.942,
RMSEA=0.061). Therefore, based on the results, it is possible to observe that novelty is positively related to
attitude towards buying food online, whereas freshness is negatively related to attitude. Perceived risk is
negatively related to attitude and perceived control. The wired lifestyle is positively related to attitude, perception
of subjective norms and perceived control, and negatively related to perceived difficulty. Also, perceived difficulty
is negatively related to intention to buy food through the internet, whereas attitude is positively related to intention.

Based on the results of the structural model, consumers' attitude and perceived difficulty were significant
antecedents and explained the intention to buy food online (R 2=0.80). Regarding the other factors that comprise
the planned behaviour, it was not possible to identify a significant relationship between them and the dependent
variable. Subjective norms did not influence buying intentions, perhaps revealing that - unlike what Grunert and
Ramus (2004) theorized in their model for this type of consumption - the influence of relevant people may not be
important for the buying decision; or even, since it is a new form of consumption in Brazil, people perhaps do not
feel any kind of pressure from their peers concerning online food purchases. Perceived control also did not show a
significant relationship - however, perceived difficulty did. These results show that technical aspects of buying
(internet access and buying procedures) are seen as possible barriers by those who have difficulties.
As hypothesized, perceived risk related negatively to consumer attitude and perceived control, revealing that the
intrinsic risk of buying over the internet works as a disincentive to consumption. In addition, perceived risk did not
have a significant relation with perceived difficulty, showing that consumers do not perceive the risk as an aspect
that makes the process of buying difficult, but as an intrinsic feature of buying online.
Regarding the influence of consumer lifestyle on food consumption-related lifestyle, novelty showed a positive
relation with consumer attitude. People who like to experience novelties would be more likely to buy food through
the internet. However, it is important to note that this relationship is not direct, but mediated by the attitude of
consumers. Upon a mediation test, following Hayes' (2013) methodology, it was found that there is not a direct

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effect of novelty on the buying intention ( p =0.106), only an indirect effect mediated by attitude (p <0.001),
indicating a full mediation.
Freshness had a negative relation with consumer attitude, showing that, by being marketed through the internet,
foods are perceived as not being fresh compared to those bought outside this environment, even though this
aspect of food was not reported during the research. Regarding the ways of buying, information searching did not
have a significant relation with consumer attitude. This may reveal that, despite the online environment presenting
a greater amount of information and possibility of comparison between products (Kuttner, 1998), since consumers
cannot assess food physically to properly check and analyze the information presented, it may not add great value
to the decision-making process.
A wired lifestyle showed a significant and positive relation with attitude, perception of subjective norms and
perceived control, and significant negative relation with perceived difficulty, thus confirming hypotheses H5 -H8 of
this study. These results show that the relation between consumers and the internet (as a buying tool) can be
more important than their relation with food consumption in terms of their intention to buy food online. Thereby, it
is possible to observe that the structural model has an acceptable adjustment and presents solid explanatory
power. Table IV summarizes the results of the hypotheses assessed.
5. Final considerations
The goal of the present study was to develop and empirically test a model for intentions to buy food through the
internet, based on the model of Grunert and Ramus (2004). In specific terms, the aim was to identify and assess
the relevant antecedents to intentions to purchase food online. A quantitative study was conducted through a
survey of 403 respondents who had internet access.
As far as the conceptual model is concerned, after the results were analyzed, it was possible to observe that
attitude and perceived difficulty were significant antecedents of intentions to buy food online. Perceived risk had a
negative relation with consumer attitude and perceived control. Regarding the influence of consumer lifestyle on
food consumption, novelty had a positive relation with consumer attitude, and freshness presented a negative
relation with attitude. A wired lifestyle had a positive relation with attitude, perception of subjective norms and
perceived control, and a negative relation with perceived difficulty.
The transformations that occurred in society throughout the twentieth century led the population towards a new
lifestyle and, consequently, to new eating habits, such as the increase in the consumption of ready- or semi-ready-
to-eat food. Globalization has caused a homogenization of consumption patterns in such a way that, in some
markets, it is possible to see very similar consumption habits in various regions of the planet (Poulain, 2013).
Modern companies have developed effective food distribution capabilities and are today able to reach any part of
the world. This fact allowed the emergence of a phenomenon called "mestizaje", in which the whole world ends up
acquiring similar eating habits, thus creating a mixed or "mestizo" food culture (Poulain, 2013). Therefore, in some
ways, the present model can be retested in different countries to verify the influence that perceived control has on
attitudes.
From the scientific perspective, this study contributes the following: it operationalizes and improves Grunert and
Ramus' (2004) model of intention to buy food through the internet, by developing, testing and presenting a more
comprehensive model; it provides empirical data that complements studies on consumer behaviour and, more
specifically, the theory of planned behaviour; it presents the theoretical development of hypotheses initially related
to Grunert and Ramus' theory, since the authors only showed the constructs that should be considered in their
study; and it provides empirical evidence that suggests the essential role of the wired lifestyle - in detriment to the
food-related lifestyle - in consumers' intentions to buy food online.
This study has scientific and managerial implications. For retailers operating in this market, the study shows the
attributes that trigger the intention to buy food through the internet - which, therefore, must be constantly
evaluated. Thus, the tested model distinguishes the weight of the different product attributes as well as the
website itself in the consumer decision process. The application of the model to analyze attitudes and behaviours
of consumers to specific brands allows greater understanding of the decision-making process of those consumers

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and thereby direct the decisions of managers, with regard to the management of information highlighted in its food
sales sites.
The results of this research show that the difficulty in navigation of websites and risk perceptions should receive
greater emphasis by managers, since they negatively influence consumers' attitudes and intentions. These factors
relate to the technical and safety facets of the transactions that still need to evolve if offers are to be expanded. In
addition to technical issues, the perception of risk may be related to the reputation of the website selling the
product. The interaction between risk and reputation of the site generates inputs for managers, who can invest in
improving their company's online reputation through advertising and other communication tools. The influence of
perceived risk also suggests further empirical research to compare the model when tested against shopping on
websites with both good and bad reputations.
Retail managers who operate in this market should consider the interaction of differences between consumers
who perceive risk with the transaction and those who perceive difficulty in the transaction. Any perceived difficulty
in the transaction should decrease as consumers buy food online more often. Thus, it would be reasonable to
expect that consumers with less online shopping experience often perceive more risk in online food purchases.
This discussion suggests a need to identify segments of the population who purchase food online less frequently
and who have a greater perception of risk, thereby requiring the development of tools that enhance the reliability of
websites.
Furthermore, by analyzing consumers' lifestyles, it is also possible to clearly observe the existence of market
segmentation, which enables products to be offered to specific niches and, for example, to target people who have
an affinity with the online platform.
One of the limitations of the research was the data collection process. It was carried out in a non-probabilistic way,
thus preventing the generalization of the results obtained. It is noteworthy that, in order to achieve greater validity
and representativeness of data, the collection was carried out in accordance with the proportional distribution of
households that had internet access across the entire national territory. Another limitation is that the proposed
model did not embark upon all the variables that could affect food consumption. Since the purpose of the paper
was to improve upon the model by Grunert and Ramus (2004) by proposing a more complete one, the authors
chose not to include other variables that could contribute to the understanding of the phenomenon - such as price
(Viebig et al. , 2009), food brand (Naresh et al. , 2015), health and nutrition (Kozup et al. , 2003), food safety, animal
well-being (Peri, 2006) or even moderating variables, such as situational issues or consumer characteristics (Sun
et al. , 2015). While the researchers recognize this limitation, it is understood that this does not invalidate the
model, but provides for its improvement in future studies. In addition to behavioural intention, consumption
behaviour can be included in the model in order to check how these relations can occur. Nevertheless, the use of
different methodologies, such as experiments or in-depth qualitative research, can be included in order to enable a
greater understanding about this type of consumption and the factors that influence it.
Figure 1 Model of intentions to buy food through the internet
[Image omitted: See PDF]
Figure 2 Conceptual model and hypotheses
[Image omitted: See PDF]
Table I Convergent validity results
[Image omitted: See PDF]
Table II Discriminant validity results
[Image omitted: See PDF]
Table III Standardized coefficients
[Image omitted: See PDF]
Table IV Results of the hypotheses
[Image omitted: See PDF]
Corresponding author

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Filipe Quevedo-Silva can be contacted at: filquevedo@gmail.com
References
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AuthorAffiliation
Filipe Quevedo-Silva: Nove de Julho University, São Paulo, Brazil
Otavio Freire: Nove de Julho University, São Paulo, Brazil
Dario de Oliveira Lima-Filho: Federal University of Mato Grosso do Sul, Campo Grande, Brazil
Marcelo Moll Brandão: Nove de Julho University, São Paulo, Brazil
Giuliana Isabella: University of São Paulo, São Paulo, Brazil
Luísa Brito Moreira: Federal University of Mato Grosso do Sul, Campo Grande, Brazil

DETAILS

Subject: Web sites; Studies; Purchasing; Restaurants

Classification: 8610: Food processing industry; 9130: Experimental/theoretical; 5250:

Telecommunications systems &Internet communications

Editor: Fabio Verneau and Professor Christopher J Griffith

Publication title: British Food Journal; Bradford

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 Volume: 118

Issue: 3

Pages: 572-587

Number of pages: 16

Publication year: 2016

Publication date: 2016

Publisher: Emerald Group Publishing Limited

Place of publication: Bradford

Country of publication: United Kingdom, Bradford

Publication subject: Nutrition And Dietetics, Food And Food Industries

ISSN: 0007070X

CODEN: BFOJA9

Source type: Scholarly Journals

Language of publication: English

Document type: Journal Article

ProQuest document ID: 1768121378

Document URL: https://search.proquest.com/docview/1768121378?accountid=26631

Copyright: © Emerald Group Publishing Limited 2016

Last updated: 2016-06-02

Database: Technology Collection

LINKS

Benefit-based O2O commerce segmentation: a

means-end chain approach
Lin, Xiao 1 ; Guo, Zixiu 2 ; John D’Ambra 2 1 College of Economics and Management, Nanjing University
of Aeronautics and Astronautics, Nanjing, China 2 School of Information Systems and Technology
Management, UNSW Sydney, Sydney, NSW, Australia . Electronic Commerce Research ; New York (Jan

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2018): 1-41.

ProQuest document link

ABSTRACT (ENGLISH)
We examined Online-to-Offline (O2O) commerce consumers’ market segments and consumption relevant cognitive
structures. Laddering interview technique was employed to collect data from 51 O2O consumers in terms of
benefits they sought from O2O platforms. A three-group O2O consumer segments were identified based on the
benefits they sought, namely Return-sensitive shoppers, Risk-sensitive shoppers, and Rational shoppers, and a
corresponding hierarchical cognitive structure model for each sub-group of consumers was developed linking
attributes needed to fulfill the benefits and values to reinforce the benefits. The three sub-group O2O consumers
were found to be significantly different in terms of the key benefits sought and attributes needed to realize the
same benefit sought. Moreover, benefit-based segmentation has shown advantages over the item-based
segmentation method used in prior research. This study makes a significant contribution to O2O business
regarding consumer purchasing behaviors and segmentation methodology.

FULL TEXT
_TVM:UNDEFINED_

DETAILS

Subject: Consumers; Structural hierarchy; Segmentation; Commerce; Segments

Identifier / keyword: O2O commerce Benefit-based segmentation Consumption relevant cognitive

structure Means-end chain theory

Publication title: Electronic Commerce Research; New York

Pages: 1-41

Publication year: 2018

Publication date: Jan 2018

Publisher: Springer Science &Business Media

Place of publication: New York

Country of publication: Netherlands, New York

Publication subject: Computers

ISSN: 13895753

Source type: Scholarly Journals

Language of publication: English

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 Document type: Journal Article

DOI: http://dx.doi.org/10.1007/s10660-017-9286-3

ProQuest document ID: 1985246742

Document URL: https://search.proquest.com/docview/1985246742?accountid=26631

Copyright: Electronic Commerce Research is a copyright of Springer, (2018). All Rights

Reserved.

Last updated: 2018-01-07

Database: Technology Collection

LINKS

Database copyright  2019 ProQuest LLC. All rights reserved.

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