Effects of determinants of dried fruit purchase intention and the related consumer segmentation on e-commerce in China. Issue 3 (10th November 2020)

• Record Type: Journal Article
• Authors: Sun, Yuting; Liang, Chaoyun
• Is Part Of: British food journal. Volume 123:Issue 3(2021)
• Page Start: 1133
• Page End: 1154
• Publication Date: 2020-11-10
• Subjects: Consumer perception -- Consumer segmentation -- Dried fruit -- Purchase intention; Food industry and trade -- Periodicals; Food -- Marketing -- Periodicals; Food adulteration and inspection -- Periodicals; Food -- Periodicals; 381.456413
• DOI: 10.1108/BFJ-07-2020-0617
• Languages: English
• ISSNs: 0007-070X

Abstract

Abstract : Purpose: In this study, a comprehensive theoretical framework was developed to investigate the influence of the determinants of online dried fruit purchase intention in China. Design/methodology/approach: The dried fruit eating experiences of 1, 160 participants from China were collected using an online survey. Findings: Significant differences were noted in the sociodemographic distributions among three age-based consumer segments. Furthermore, the cost of the marketing strategy had the strongest effect on online dried fruit purchase intention. Finally, different patterns of online dried fruit purchase intention were observed among the three consumer segments: consumers aged below 24 years regarded dried fruits as a new and healthy snack choice and favoured companies with high-quality communication with consumers; consumers aged 25–29 years viewed dried fruits as a healthy eating habit, reflecting their strong self-control over their lifestyle; and consumers aged over 30 years valued the convenience marketing strategies applied by dried fruit manufacturers. Originality/value: Overall, the results indicate that dried fruits are considered a niche market of snacks that provides added value for core products in the Chinese e-commerce (EC) market; therefore, developing cost-effective strategies to raise consumer awareness of dried fruits is crucial. Furthermore, marketing strategies should target different consumer segments.