What Factors Affect The Chinese Consumers Of The Supermarket?

Factors That Affects The Chinese Supermarkets By The Consumers

 Purpose: In this paper, it offer a simple conceptual framework with empirical analysis to inspect the effect of product attributes and e-vendor features in the online shopper's detailed search on their Uk Online Chinese supermarket behavior.

·   Design: It determines the customer online shopping frequency for grocery/food using an ordered model and for fresh food ( a subcategory of grocery/food) with the help of the two-part model, e-vendor characteristics, considering product attributes, and consumer perception and characteristics.

·     Findings: The result shows that product location as the influencing factor in shopping for fresh food online, customers' interest in imported specialty food and food from other areas. Customers are more likely to shop online for fresh if they observe Online Chinese supermarket Uk as having a price advantage.

But customers who view price is the top facts are less likely to buy fresh food online often. Thus competitive prices might be a motive for online fresh food shopping, but customers concerned about price do not necessarily shop often. A negative perception of product freshness reduces customers' likelihood and frequency of shopping for fresh food online.

Taking care of food quality and e-vendor credibility prevents the customer from often shopping for fresh food online. Demographic and social characteristics also influence customers' decisions. 

·    Value: This paper offers a better understanding of customers' online grocery shopping prioritizes and sheds light on policy and rule design and implementation in the e-commerce farm, which will ultimately protect and benefit customers.