Online food shopping: determinants and profile of portuguese buyers in the pandemic context

dc.contributor.authorGomes, Sofia
dc.contributor.authorLopes, João M.
dc.contributor.authorOliveira, José
dc.date.accessioned2023-01-04T17:35:56Z
dc.date.available2023-01-04T17:35:56Z
dc.date.issued2022-12-21
dc.description.abstractThe covid-19 pandemic brought the opportunity to accelerate the acceptance and usage of existing behaviors and innovations by society and the market. Amongst these innovations, e-commerce food stands out, allowing food companies to redesign their models to face the demand during the pandemic. This research aims to recognize the profile of online food buyers within Portugal and understand the determinants of online food purchase intention in the context of the pandemic. The methodology applied is quantitative, using the Partial Least Squares method to test the hypotheses formulated by the proposed structural model. The data used resulted from applying an online questionnaire to 358 food consumers in Portugal. The results show that situational factors directly related to eating behavior positively impact the online food shopping experience, increasing the intention to purchase food online during covid-19. Concerning the profile of the e- consumer, it seems that owning a vehicle negatively influences the intention to purchase food in e-commerce, as opposed to the level of income, which is a positive factor. On the theoretical side, this research contributes to the literature by contributing to the theme of food e-commerce in a pandemic time, which is currently very scarce. As for practical contributions, through the identification of the trends in consumer behavior during and after the pandemic, companies can better anticipate and prepare for new consumer needs and profiles, consequently developing new strategies and increasing their e-commerce sales. Since Portugal has a small digital population and less than 35% of digital natives, the prominence of studies in this area is minor. The current research is original and innovative, as studies that analyze consumer behavior in food e-commerce in this country, specifically during a pandemic, are scarcer.pt_PT
dc.identifier.citationGomes, S., Lopes, J. & Oliveira, J. (2022). Online food shopping: determinants and profile of portuguese buyers in the pandemic context. Innovar, 33(87), 73-91. https://doi.org/10.15446/innovar.v33n87.105507. Repositório Institucional UPT. http://hdl.handle.net/11328/4595pt_PT
dc.identifier.doihttps://doi.org/10.15446/innovar.v33n87.105507pt_PT
dc.identifier.issn0121-5051
dc.identifier.urihttp://hdl.handle.net/11328/4595
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherUniversidad Nacional de Colombiapt_PT
dc.relation.publisherversionhttps://revistas.unal.edu.co/index.php/innovar/article/view/105507pt_PT
dc.rightsopen accesspt_PT
dc.rights.urihttp://creativecommons.org/licenses/by-nc-sa/4.0/pt_PT
dc.subjectBehaviorpt_PT
dc.subjectBuying intentionpt_PT
dc.subjectCovid-19pt_PT
dc.subjectE-commercept_PT
dc.subjectFoodpt_PT
dc.subjectOnlinept_PT
dc.titleOnline food shopping: determinants and profile of portuguese buyers in the pandemic contextpt_PT
dc.typejournal articlept_PT
degois.publication.firstPage73pt_PT
degois.publication.issue87pt_PT
degois.publication.lastPage91pt_PT
degois.publication.titleInnovarpt_PT
degois.publication.volume33pt_PT
dspace.entity.typePublicationen
Ficheiros
Principais
A mostrar 1 - 1 de 1
A carregar...
Miniatura
Nome:
105507-Innovar.pdf
Tamanho:
3.14 MB
Formato:
Adobe Portable Document Format