Analyzing consumer preference on online grocery fulfillment services: pure online versus omnichannel retailers

초록

With the consistent growth of online grocery shopping market, many conventional offline retailers, as well as pure online retailers, have started to provide online grocery delivery services. However, product assortments, qualities, freshness, and delivery services may vary greatly depending on the type of online grocery retailers. Online grocery shopping behavior also varies on the consumer side depending on shopping purposes, product types, delivery service expectation, and the customer’s characteristics. The objective of this study is to identify customer segmentation for online grocery shopping by analyzing factors influencing consumers’ choices on the different types of online grocery platforms with varying fulfillment services. This study is based on the consumer survey on online grocery shopping behavior including the customers’ preference for the different online shopping platforms in South Korea including pure online, pure online grocery, and offline-based retailers. Multinomial logit (MNL) is used to analyze the factors influencing the customers’ choice on different types of online grocery platforms.