A Study on the Factors Affecting the Use of Grocery Market During The Pandemic Period
Chapter from the book: Fettahlıoğlu, H. S. & Bilginer Ozsaatcı, F. G. (eds.) 2023. Featured Topics in Digital Marketing and Applied Studies.

Yasin Gültekin
Çanakkale Onsekiz Mart University

Synopsis

Nowadays, the increase in internet-based services and the faster growth of e-commerce than expected have created different shopping habits. In the period when the pandemic process increased its prevalence, one of the areas that attracted attention in e-commerce was grocery market shopping in Turkey and the world. In the period when the pandemic process increased its prevalence, one of the areas that attracted attention in e-commerce was virtual market shopping. Online grocery shopping has grown strongly in the past years and is expected to continue to grow in the future. In this study, it is aimed to examine consumers' satisfaction and repurchase intentions from virtual markets during the pandemic period, within the scope of price / value, hedonic motivation and quarantine period service quality. In order to measure the relationships between the variables in the research model developed for this purpose, the data obtained from 141 virtual market customers during the pandemic period were analyzed with the SmartPLS package program and the results were reported. According to the results of the hypothesis tests using the structural equation model, it has been determined that the Price/Value, Hedonic Motivation and Quarantine service quality variables of virtual market users positively affect customer satisfaction. In addition, it has been determined that the variables of Price/Value, Hedonic Motivation and Satisfaction positively affect the repurchase intention. On the other hand, it has been found that there is no significant relationship between service quality and repurchase intention in quarantine.

How to cite this book

Gültekin, Y. (2023). A Study on the Factors Affecting the Use of Grocery Market During The Pandemic Period. In: Fettahlıoğlu, H. S. & Bilginer Ozsaatcı, F. G. (eds.), Featured Topics in Digital Marketing and Applied Studies. Özgür Publications. DOI: https://doi.org/10.58830/ozgur.pub311.c1359

License

Published

October 23, 2023

DOI