文章基本信息

标题：The Impact of Demographic Variables and Consumer Shopping Orientations on the Purchasing Preference for Different Product Categories in the Context of Online Grocery Shopping
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作者：Haseba Hamad ; Martin Schmitz
期刊名称：Journal of Marketing and Consumer Research
电子版ISSN：2422-8451
出版年度：2019
卷号：52
页码：21-32
DOI：10.7176/JMCR/52-05
出版社：International Institute for Science, Technology Education
摘要：This study examines the impact of demographic variables and consumer shopping orientations on the purchasing preference for different product categories in the context of online grocery shopping within the UK. The data for this study was primarily collected from a web-based survey of consumers in the UK using a questionnaire. The quantitative data was enhanced by qualitative data in form of semi-structured interviews to enhance the quantitative results. A structural equation model (SEM) was used to analyse the quantitative data and to measure the relationships between the respective constructs. The findings show that the purchasing preferences vary by product category.
关键词：Demographic Variables; Consumer Shopping Orientations; Product Categories; UK; and Structure Equation Modelling.