Dossier «Digital marketing: revolutionising consumption and society» coordinated by Irene EstebanISSUE 11 (MAY 2019)
E-COMMERCE IN MASS CONSUMPTION The importance of the flow in online supermarkets
Abstract

E-commerce is generating important changes in our way of life and consumption habits. More and more people are buying all types of products online at any time using different devices. Shopping for food stands out in this context, as it is gaining more market share and increasing in popularity. Digital commerce faces more barriers to entry than others in the mass consumption sector and supermarkets must be able to create a positive browsing and shopping experiences for the consumers who visit their online sites. Understanding digital consumers’ purchasing behaviour and the factors that have an influence on the optimal browsing and consumption experience is of vital importance for every company in the sector. In this sense, flow is an important determinant of digital consumer behaviour that influences important aspects such as their intention to shop online and their e-loyalty.

flow;  consumer behaviour;  online supermarkets;  digital consumer;  online purchase intention;  e-loyalty; 
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