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Understanding on-the-go consumption: Identifying and quantifying its determinants

Benoit, S, Schaefers, T and Heider, R (2016) Understanding on-the-go consumption: Identifying and quantifying its determinants Journal of Retailing and Consumer Services, 31. pp. 32-42.

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Abstract

Although the amount of food and beverages consumed on-the-go has been increasing, existing research has not sufficiently examined this behavior. This study uses a mixed methods design with a qualitative study to identify four determinants of on-the-go consumption: time pressure, price consciousness, health orientation, and enjoyment. Combining the qualitative results with Behavioral Decision Theory, eight hypotheses are derived about the influence of the four determinants as well as their interrelations. Hypotheses testing and predictive validity assessment are based on two large-scale consumer samples, one main study and one validation study. The results confirm a significant influence of utilitarian de- terminants (time pressure and price consciousness), though they are less important than the hedonic determinant. Implications for retail managers are presented, as these results challenge conventional practices. Moreover, existing theory is extended beyond a distinction between utilitarian and hedonic motives by regarding health orientation as a hybrid determinant of on-the-go consumption.

Item Type: Article
Subjects : Marketing
Divisions : Faculty of Arts and Social Sciences > Surrey Business School
Authors :
NameEmailORCID
Benoit, SUNSPECIFIEDUNSPECIFIED
Schaefers, TUNSPECIFIEDUNSPECIFIED
Heider, RUNSPECIFIEDUNSPECIFIED
Date : July 2016
Identification Number : 10.1016/j.jretconser.2016.03.003
Copyright Disclaimer : © 2016 Elsevier Ltd. All rights reserved.
Uncontrolled Keywords : Food consumption; Retail services; Time pressure; Price consciousness; Health orientation; Structural equation modelling
Depositing User : Symplectic Elements
Date Deposited : 30 Mar 2017 10:59
Last Modified : 31 Oct 2017 19:12
URI: http://epubs.surrey.ac.uk/id/eprint/813786

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