E-commerce food choice in the west: comparing business-to-consumer, online-to-offline food delivery service, and click and collect

Abstract

This study aims to explore the significant factors driving food consumption through three e-commerce modes: Business-to-Consumer, Online-to-Offline Food Delivery Service, and Click & Collect in developed Western 98countries. A total of 1,461 samples were collected through online surveys in New Zealand, the United Kingdom, and Denmark. Descriptive analysis and ordered logistic regression were employed for data analyses. Overall, consumers’ food consumption frequencies with e-commerce were found to be significantly influenced by several socio-demographics, e-commerce food choice motives, innovation-adoption characteristics and e-service quality attributes.