Abstract

Over the last decade online shopping provides an open window for producers who will market their products and becomes one of the most rapidly growing forms of shopping. In order to take full advantage of the potential offered by the internet, it is essential that the e-commerce websites meet the customer requirements and be prepared and organized with highly usable manner. This study is an attempt to identify the factors that may have an impact on consumers’ probability to buy food through the internet and investigate the current issues and challenges for the top 10 B2C e-commerce websites in terms of promoting food retailing in China. Fuzzy TOPSIS is employed to evaluate the quality of these websites based on the conceptual model of willingness to buy products through internet for the online consumers. The managerial implications and suggestions for future research are also discussed.

Keywords:

Consumer behavior, e-commerce, empirical study, food retail market, online promotion,

References

Competing interests

The authors have no competing interests.

Open Access Policy

This article is distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license, and indicate if changes were made.

Copyright

The authors have no competing interests.