Is fresh food shopping sticky to retail channels and online platforms? Evidence and implications in the digital era

Using home‐scan data set from Kantar Worldpanel, we conduct an empirical study on Chinese urban consumer shopping behavior from online and offline channels, using yogurt as an example. Results confirm the advantages of E‐commerce relative to traditional offline retail channel in terms of keeping con...

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Veröffentlicht in:	Agribusiness (New York, N.Y.) N.Y.), 2019, Vol.35 (1), p.6-19
Hauptverfasser:	Wang, H. Holly, Hao, Na, Zhou, Qingjie, Wetzstein, Michael E., Wang, Yong
Format:	Artikel
Sprache:	eng
Schlagworte:	Brand loyalty Business channel stickiness Channels Consumers demand elasticities Electronic commerce fast‐moving consumer goods Internet Market strategy Markets online market Yogurt
Online-Zugang:	Volltext
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