Abstract
Over the last decade online shopping provides an open window for producers who will market their products and becomes one of the most rapidly growing forms of shopping. In order to take full advantage of the potential offered by the internet, it is essential that the e-commerce websites meet the customer requirements and be prepared and organized with highly usable manner. This study is an attempt to identify the factors that may have an impact on consumers' probability to buy food through the internet and investigate the current issues and challenges for the top 10 B2C e-commerce websites in terms of promoting food retailing in China. Fuzzy TOPSIS is employed to evaluate the quality of these websites based on the conceptual model of willingness to buy products through internet for the online consumers. The managerial implications and suggestions for future research are also discussed.
Highlights
Over the past several years e-commerce has changed the way business transaction occur for its convenience of ordering and paying for the products online and have them delivered to the doorstep
In order to provide practical insight and guidelines for improving the effectiveness of the e-commerce in food retail market, an empirical study to investigate the demand of the online shoppers and evaluation these e-commerce websites is needed, which is the primary motivation of this research
There are few studies focusing on the food retailing market in terms of online consumer demand and online promotion of the B2C e-commerce websites in China, which is the primary motivation of this research
Summary
Over the past several years e-commerce has changed the way business transaction occur for its convenience of ordering and paying for the products online and have them delivered to the doorstep. China is the largest country in the world and the food is in great demand. Morganosky and Cude (2002) argue that online shoppers are better educated, had relative higher incomes and tend to be somewhat younger, implying that the online consumers’ demand is different from the general populations. E-commerce website quality has become one of the critical factors in attracting online shoppers to visit a company’s online store and learn more about its products and services, with possible follow-up purchase (Korner and Zimmermann, 2000; Geissler, 2001). In order to provide practical insight and guidelines for improving the effectiveness of the e-commerce in food retail market, an empirical study to investigate the demand of the online shoppers and evaluation these e-commerce websites is needed, which is the primary motivation of this research
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