E-Commerce in the Retail Chain Store Market: An Alternative or a Main Trend?

Christina Kleisiari, Marie-Noëlle Duquenne () and George Vlontzos
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Christina Kleisiari: Laboratory of Agricultural Economics and Consumer Behavior, Department of Agriculture, School of Agricultural Sciences, Crop Production and Rural Environment, University of Thessaly, 384 46 Volos, Greece
George Vlontzos: Laboratory of Agricultural Economics and Consumer Behavior, Department of Agriculture, School of Agricultural Sciences, Crop Production and Rural Environment, University of Thessaly, 384 46 Volos, Greece

Sustainability, 2021, vol. 13, issue 8, 1-21

Abstract: The purpose of this research is to assess the impact of important aspects leading to the further development of e-trade in the retail market and to identify the rationale behind consumer preferences. The degree of total service (adequacy of staff, reception) and the overall satisfaction regarding the facilities (organization and hygiene level of the supermarket) are the main factors influencing consumers’ decisions for their purchases. Other important components are the degree of coverage of needs in quality products, the intention to use an online store, the interest of consumers in finding quality and safe food, having at the same time information about their prices and possible offers. A quite important criterion is the degree of physical accessibility to the store. The main norm about using e-trade platforms instead of physical presence in supermarkets is quite low. It is tested though if there are significantly different approaches among customers of different firms, with no surprising results to be obtained. Customers familiarized with e-shopping, to a greater extent, are highly educated but quite sensitive to price issues as well. ?he findings of this survey reflect the consumers’ decision-making process to familiarize and use electronic platforms, instead of visiting physical stores for shopping, based on a group of motives and anti-motives relative to this alternative.

Keywords: consumer behavior; retail chain stores; e-commerce; consumer loyalty; technology acceptance model; principal component analysis (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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