Does the Perceived Quality of an Electronic Grocery Store Explain the Buying Behavior of Its Customers

摘要: Grocery shopping has been suggested as one potential application area for e-commerce (Kutz, 1998). Yet, groceries are of the most difficult areas trade e-commerce, because they local, physical delivery aspect is critical, an average purchase basket consists many items and value-to-weight ratio purchases low (Heikkila et al., 1998; Raijas Tuunainen, 2001). On other hand, form largest section retailing, frequent, buying patterns fairly stable, behavior customers more or less habitual automatic, being based on earlier experiences (Raijas Assuming that grocery quite routine, it probably does not have same enjoyment (Dawson 1990) in fashion boutiques, electronics shops, antique bookstores, example. Therefore there a great electronic stores Nevertheless, Geuens al. (2003) found Belgian consumers still very conservative far their concerned, although do like it. Grewal (2004) also report despite prominent start, home deliveries now appear to somewhat fizzled out. All these factors make online intellectually interesting perhaps economic successes. The purpose this paper analyze real store customers, especially impact perceived quality behavior. Electronic may be interpreted widely facility enabling order from electronically (by phone, fax Internet)