Abstract
This article analyses different factors that influence the purchasing behaviour of online supermarket customers.These factors are related to both the appearance of the website as well as the processes that take place whenmaking the purchase. Based on these analyses, the various groups of consumers with homogenous behaviour arestudied and positioned according to their attitudes. The analysis also allows the quality of the service offered bythis kind of establishment to be defined, as well as the main dimensions in which it develops. In the conclusions,factors which should influence the manager of an online supermarket to improve the quality of its service aregiven.
Highlights
The Virtual StoreWhen talking about a virtual establishment, we could be imagining a shop in the street, but with the peculiarity that it is found on the Internet
It should be said that the quality of the service offered by a virtual supermarket to the clients questioned is satisfactory
The four factors that determine the quality of the service have obtained marks of over 4 on a scale of 1 to 5, in which 3 is the central value
Summary
When talking about a virtual establishment, we could be imagining a shop in the street, but with the peculiarity that it is found on the Internet. At a Spanish level, we find the work by Celestino and Borja (2005) in which they study the main online establishments in Spain, focusing on the analysis of the main advantages and inconveniences (see table 2), both for companies as well as for consumers, of the use of E-commerce for purchasing food products on the Internet. These authors focused both on the companies as well as the consumers on exposing the advantages of this media. After carrying out this review on work focused on distribution, we believe that our investigation could offer a different focus as it is focused on the study of the behaviour of virtual supermarket customers and their classification
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
