The vice and virtue of on-the-go consumption: An exploratory segmentation

被引：18

作者：

Sands, Sean ^{[1
]}

Maggioni, Isabella ^{[2
]}

Ferraro, Carla ^{[1
]}

Jebarajakirthy, Charles ^{[3
]}

Dharmesti, Maria ^{[3
]}

机构：

[1] Swinburne Univ Technol, Dept Managment & Mkt, POB 218, Hawthorn, Vic 3122, Australia

[2] ESCP Europe, Dept Mkt, 218 Bis, I-10134 Turin, Italy

[3] Griffith Univ, Griffith Business Sch, Dept Mkt, Parklands Dr, Southport, Qld 4222, Australia

来源：

JOURNAL OF RETAILING AND CONSUMER SERVICES | 2019年 / 51卷

关键词：

On-the-go consumption; Convenience retail; Consumption behavior; CONVENIENCE FOOD; INTEGRATED MODEL; MECHANICAL TURK; TIME PRESSURE; SELF-CONTROL; CONSUMER; PRICE; CHOICE; PURCHASE; LIFE;

D O I：

10.1016/j.jretconser.2019.06.017

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

The consumption of on-the-go food and beverages is increasingly common among today's time-pressed consumers, yet it has not been thoroughly investigated. Drawing on behavioral decision theory, this research blended attitudinal and behavioral elements of decision-making to examine the heterogeneity of on-the-go consumption (OTG) preferences. Data from 433 respondents were collected via a self-administered online questionnaire, with three on-the-go consumption segments identified via latent class analysis: Frequent Vice, Occasional OTG, and Conflicted Health-Conscious consumers. The different on-the-go consumption patterns of these segments provide opportunities for retailers to tap into and target such unique behaviors and attitudes.

引用

页码：399 / 408

页数：10