Online Grocery Shopping at Multichannel Supermarkets: The Impact of Retailer Brand Equity

Anna Badenhop · Marta Frasquet

33 citations0/0 files storedJournal of Food Products Marketing

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Consumer Retail Behavior Studies Technology Adoption and User Behaviour Consumer Market Behavior and Pricing

Abstract

Online shopping for food products is quickly accelerating worldwide, particularly following the impact of COVID-19 pandemic. Most e-grocers are multichannel supermarkets that have developed the online channel. This paper aims to investigate the intention to purchase at the online channel of a multichannel supermarket as a function of retailer brand equity and technology acceptance model (TAM)-based variables. The model was tested through structural equation modeling using EQS. Results based on a survey answered by 154 customers of a leading multichannel supermarket in Germany show that variables defining retailer brand equity, i.e., retailer awareness, retailer associations, retailer perceived quality, and retailer loyalty contribute, together with perceived usefulness, to explain intentions to shop online at multichannel supermarkets.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 2003User Acceptance of Information Technology: Toward A Unified View1 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1994Testing Structural Equation Models.1996The Behavioral Consequences of Service Quality 1996Power analysis and determination of sample size for covariance structure modeling.2003Trust and TAM in Online Shopping: An Integrated Model1

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