Effects of determinants of dried fruit purchase intention and the related consumer segmentation on e-commerce in China

Abstract

Purpose

In this study, a comprehensive theoretical framework was developed to investigate the influence of the determinants of online dried fruit purchase intention in China.

Design/methodology/approach

The dried fruit eating experiences of 1,160 participants from China were collected using an online survey.

Findings

Significant differences were noted in the sociodemographic distributions among three age-based consumer segments. Furthermore, the cost of the marketing strategy had the strongest effect on online dried fruit purchase intention. Finally, different patterns of online dried fruit purchase intention were observed among the three consumer segments: consumers aged below 24 years regarded dried fruits as a new and healthy snack choice and favoured companies with high-quality communication with consumers; consumers aged 25–29 years viewed dried fruits as a healthy eating habit, reflecting their strong self-control over their lifestyle; and consumers aged over 30 years valued the convenience marketing strategies applied by dried fruit manufacturers.

Originality/value

Overall, the results indicate that dried fruits are considered a niche market of snacks that provides added value for core products in the Chinese e-commerce (EC) market; therefore, developing cost-effective strategies to raise consumer awareness of dried fruits is crucial. Furthermore, marketing strategies should target different consumer segments.

Citation

Sun, Y. and Liang, C. (2021), "Effects of determinants of dried fruit purchase intention and the related consumer segmentation on e-commerce in China", British Food Journal, Vol. 123 No. 3, pp. 1133-1154. https://doi.org/10.1108/BFJ-07-2020-0617