The importance of the flow in online supermarkets
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.
ODS
Doris Morales SolanaShe is studying a Doctoral Programme in Information and Knowledge Society at the Open University of Catalonia (UOC). She has a Master’s Degree in Management and Direction of Global Marketing and New Markets from the Universidad Camilo José Cela (UCJC). She has a Bachelor’s Degree in Communication from the UOC. She is professor of Economics and Business Studies at the UOC. Her line of research is based on digital consumer behaviour. She took part in the NB&PL International Congress 2018, with her presentation “Flow and consumer behaviour in an online supermarket”.
Irene Esteban MillatPhD in Information and Knowledge Society Bachelor's Degree and Master's Degree in Business Administration from the ESADE Business School of the Ramon Llull University. Director of the University Master's Degree in Digital Marketing of the UOC. Her lines of research focus on digital consumer behaviour and retail. Dr Esteban has published several books and articles in impact journals. She has also participated as a speaker in numerous national and international conferences.
Alejandro Alegret CotesPhD in General Sales, Merchandising and Related Marketing Operations by the International University of Catalonia (UIC). Master’s Degree in Information and Knowledge Society, Education and ICT (E-Learning) from the Open University of Catalonia (UOC). Bachelor’s Degree in Business Sciences from the University of Barcelona. He has participated as a speaker in numerous national and international congresses.
