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In recent years, fresh produce (fresh vegetables and fruit) has been circulated widely via e-commerce in Chinese large cities in the form of fresh produce portfolios (FPPs). The purpose of this paper is to analyze the preferences of Chinese consumers for specific FPP attributes.

A choice experiment approach was used to explore consumer preferences. The authors conducted a means-end-chains evaluation to select the attributes for the choice experiment. The authors used a fractional factorial design and finally obtained 18 choice scenarios. The authors collected 166 effective consumer questionnaires in Beijing.

The authors found that among the four attributes considered, certification and the diversity of the FPP had significant effects on the willingness to pay (WTP) among consumers. Residents had heterogeneous preferences for FPP diversity and certification, but certification was the major concern when considering fresh produce in the FPP. With regard to the WTP for attributes in the portfolio, the WTP values for “green” and “organic” attributes were high, but the WTP for the diversity of FPPs was low.

This study is the first attempt to explore the preferences of Chinese consumers regarding the attributes of FPP in an e-commerce environment.

Online fresh food shopping has become increasingly popular in recent years, especially during the COVID-19 crisis. Online fresh food shopping provides consumers with an alternative to shopping in a traditional market, while also enabling procurement of such goods at a reduced risk of infection. The purpose of this study is to investigate whether online fresh food shopping behaviors change during public health emergency periods.

The data were collected through a web-based survey (508 respondents in China). Descriptive analysis, ordinal logistic regression analysis, and the Apriori algorithm were employed to explore what characteristics influence purchase frequency as well as food and delivery time preferences among different customer groups.

Based on the survey data, this study found that purchase frequency grew 71.2% during the COVID-19 crisis. City type and online shopping frequency of respondents are positively correlated with purchase frequency in normal and COVID-19 crisis periods. Number of daily hours worked by respondents only showed a significant impact for the normal period. People perceiving the risk of infection from going out are more willing to purchase fresh food online.

This is the first study to explore and compare online fresh food shopping behaviors during normal and COVID-19 crisis periods with a sample from China. The findings indicate a key role that online fresh food shopping can perform during a crisis and contribute to our understanding of fresh food online shopping behaviors during other possible public health emergency scenarios.

The purpose of this paper is to explore the impacts of innovation-adoption characteristics on Chinese consumers’ adoption of online food shopping. It also examines consumers’ online purchase preferences for specific food categories and the consumer segments shopping for food online in China.

The data were collected through a web-based survey (n=643, in three cities: Beijing, Guangzhou and Chongqing). Descriptive analysis, cluster analysis, factor analysis and structural equation modeling were employed for data analysis.

Participants had strong online purchase intentions toward snack and imported food, while they had weak online purchase intentions toward fresh food products such as meat, eggs, vegetables, fish and seafood. Two consumer segments were found: online-food-conservative (42 percent) and online-food-pioneer (58 percent). Factor analysis resulted in an adjusted factorial structure of the innovation-adoption characteristics, which was considered more appropriate within the context of Chinese consumers when shopping for food online. Path analysis found that Chinese consumers’ attitudes and/or purchase intentions were positively linked to their perceived incentives and negatively associated with their perceived complexity for online food shopping.

This is the first study to explore consumer segments, consumption psychology (innovation-adoption characteristics) and product preferences related to online food shopping with a sample from China, the largest e-commerce country. The findings can help food producers and marketers to better understand Chinese consumers’ online food shopping behaviors in order to meet the needs of consumers and have further success in this major market.

This study associated consumers' food choice motives and socio-demographic characteristics with their attitudes and consumptions towards food shopping with four e-commerce modes: business-to-consumer (B2C), online-to-offline delivery (O2O Delivery), online-to-offline in-store (O2O In-store) and New Retail. It also explored consumer preferences for specific food categories within the four e-commerce modes.

An online survey was administered to 954 participants from three Chinese cities: Beijing, Shanghai and Shenzhen. Descriptive analysis and linear regression were used in the data analysis.

The following food choice motives (FCMs) and socio-demographic characteristics had a significant effect on food e-commerce attitudes and/or consumption, with some or all of the four e-commerce modes: Taste Appeal, Value for Money, Safety Concerns, Quality Concerns, Processed Convenience, Purchase Convenience, Others' Reviews, City, Gender, Household Size, Age, Income, Occupation and Marital Status. Consumers also have different consumption preferences for food categories in the four e-commerce modes.

This is the first study to associate consumer FCMs and socio-demographics with their e-commerce attitudes and consumption regarding food in four e-commerce modes: B2C, O2O Delivery, O2O In-store and New Retail.

The purpose of this paper is to examine how knowledge inflows and outflows interact to affect performance outcomes. Though previous studies have dealt with knowledge inflows and outflows, the quality and quantity characteristics of knowledge are often not taken into account, thus leaving a research gap with regards to the effect of their interactions on performance outcomes.

Based on Poisson regression analysis, this quantitative study fills the aforementioned research gaps by analyzing the ambidextrous configurations of knowledge flows from an ambidexterity perspective and examines their effects on two-phase performance (i.e. regular season and playoffs), using a longitudinal data set of National Basketball Association transactions from the 2003-2004 to 2014-2015 season.

The results suggest that the complementarity between knowledge inflows and outflows along the quality and quantity dimensions of knowledge, respectively, has a positive impact on two-phase performance, while the imbalance between knowledge inflows and outflows under the quality and quantity dimensions of knowledge, respectively, has a negative impact on playoffs performance (Phase 2). These findings suggest that organizations can balance knowledge inflows and outflows under a single quality or quantity dimension of knowledge. Furthermore, the interaction between the quantity of the inflows of knowledge and the quality of the outflows of knowledge and the interaction between the quality of the inflows of knowledge and the quantity of the outflows of knowledge are both positively related to two-phase performance. These findings suggest that organizations can balance knowledge inflows and outflows across quality and quantity dimensions of knowledge. Finally, the effects of the interaction between knowledge inflows and outflows on playoffs performance are greater than regular-season.

Organizations should leverage ambidexterity to manage/balance knowledge inflows and outflows across quality and quantity dimensions, further enhancing performance outcomes.

This study, first, provides new insights into knowledge flows by distinguishing between the quality and quantity of knowledge, the inflows and outflows of knowledge, constructing ambidextrous configurations of knowledge flows from an ambidexterity perspective. Second, it contributes to the relationship between knowledge flows and organizational performance by revealing how ambidextrous configurations of knowledge flows exert different effects on performance outcomes. Third, it adds to the literature of ambidexterity-performance relationships and expands it to the context of sports.

Vegetable e-commerce is of great significance for improving the efficiency of vegetable circulation, and for solving the problems of high circulation cost and poor connection between production and marketing. The purpose of this study is to explore the key factors that influence consumers’ vegetable e-commerce adoption willingness, behavior, and willingness-behavior consistency.

A total of 427 valid questionnaires were collected from 16 districts of Beijing in 2019 via the internet, yielding a response rate of 94.9%. Bivariate probit and binary logistic regression were used for analysis.

The results show that 62.84% of vegetable e-commerce consumers have the same willingness and behavior, and 37.16% of consumers have a deviation of willingness and behavior; the key factors influencing the willingness, behavior, and willingness-behavior consistency of vegetable e-commerce consumers are different. The three variables of usefulness perception, logistics service quality perception, and nearest vegetable market distance have significant effects on and are positively correlated with the adoption willingness, behavior, and willingness-behavior consistency of vegetable e-commerce consumers.

Consumers in Beijing, a first-tier city, were taken as the research object in this study. Second-tier and even third-tier cities can be investigated as comparative studies in a follow-up study. In addition, the key factors that affect the differences in the willingness and behavior of vegetable e-commerce adoption can be studied.

The results obtained in the present study and their implications could aid in vegetable e-commerce optimization, and contribute to the understanding of how to improve consumers’ awareness and participation in vegetable e-commerce. The suggestions of this study could also be used for the improvement of vegetable e-commerce in other cities facing similar issues.

The literature shows that e-commerce adoption brings many benefits to farmers and agricultural businesses. However, the literature offers very limited guidance on the most effective ways for them to utilize e-commerce platforms. In this study, we unfold how a farmer's choice between endogenous (their own) vs. exogenous (third-party) e-commerce platforms should be aligned with the external (support from agricultural cooperative) and internal (usage of quality labels) resources they can leverage and the performance goals they want to achieve (market expansion vs. price premium).

Our study draws on transaction cost economics (TCE) and resource-based theory (RBT) to test the conceptual model with data from a cross-sectional survey of 324 farmers from two provinces in PR China.

Our findings show that external and internal resources shed additional light on the effectiveness of endogenous vis-à-vis exogenous e-commerce platforms. For farmers who rely on exogenous e-commerce, support from an agricultural cooperative appears to be critical in increasing their market expansion. On the other hand, farmers seeking to earn a price premium should focus on developing their own e-commerce platforms, while at the same time emphasizing the quality labels of their agricultural products.

Farmers should pay close attention to the value-added benefits provisioned through farmers' cooperatives, as well as the benefits of acquiring quality labels for their agricultural products. However, the decision to utilize these resources should be aligned with the chosen e-commerce platform (endogenous vs. exogenous) as well as with the performance goal the farmer wants to achieve.

Our work goes beyond the traditional focus on transaction costs and efficiency of e-commerce channels and provides specific insights into when an endogenous or exogenous e-commerce model might provide benefits for farmers. On top of this, we argue and show that this decision should reside with the farmer's ability to leverage external and internal resources, envisioned through support from an agricultural cooperative and the quality labels of agricultural products.

This study explores impacts of innovation-adoption characteristics, food choice motives, segmentation and socio-demographics on consumer adoption of online-to-offline food delivery services (O2O-FDS) in a Western developed country – New Zealand – and an Asian developing country – China.

An online survey of 1,185 consumers provides data that the authors analyse using factor analyses, structural equation modelling and cluster analysis.

The following innovation-adoption characteristics and food choice motives have statistically significant effects on consumers' attitudes and/or purchase intentions towards O2O-FDS in the pooled sample and/or the samples of two countries: perceived incentive, perceived complexity, processed convenience, cheapness, taste appeal, safety-assured and purchase convenience. Three consumer segments are recognized: conservatives (26.6%), food-value seekers (40.8%) and pioneers (32.6%). Significant differences are found in marital status, age, household income, education level, household size, occupation, country and residential areas across the three segments.

This is the first study to systematically understand significant influencing factors for the O2O-FDS adoption by using a sample set composed of both Eastern and Western consumers.

In the presented research, the authors have conducted the literature review and organised real interviews of fruit retailers (FRs) to construct the advanced hierarchical structural (AHS) chain of macro-micro parameters for measuring the performances of defined fruit supply bazaars (FSBs). Apart from this, the purpose of this paper is to develop the grey set-based scorecard model for solving the proposed AHS chain of macro-micro parameters.

The performance of FSBs is linked with the supply of fruits towards clients under a feasible rate, which circuitously depends upon the evaluation of the economic locality of FSBs. The authors developed an advanced hierarchical structure of macro-micro parameters via a literature survey and considered these parameters based on the sampling score of FRs corresponding to select feasible FSBs/alternatives. Furthermore, the authors developed a grey set-based scorecard model for undertaking the incomplete information of FRs against the hierarchical structure.

It is found that the work is well suited for FRs as they can measure the performances of defined FSBs in accordance with their own opinions under the proposed AHS of macro-micro parameters. Apart from this, the work is useful for benchmarking the vegetable supply bazaars (VSBs) on the replacement of AHS. The proposed hierarchical structure with a grey-based scorecard model is flexible in its nature and can undertake more than 1,000 macro-micro parameters and FRs to access potential decision.

The conducted research work has a precise value for evaluating the economic FSB locality. The overall performance scores of considered FSB localities are computed as (∂₁)=1.991, (∂₂)=2.567 and (∂₃)=2.855, where (∂₃) is found to be more significant than available FSBs. This work can be used for opting the economic locality of VSB too.

To achieve a full understanding of the role of marketing from plan to profit requires a knowledge of the basic building blocks. This textbook introduces the key concepts in the art or science of marketing to practising managers. Understanding your customers and consumers, the 4 Ps (Product, Place, Price and Promotion) provides the basic tools for effective marketing. Deploying your resources and informing your managerial decision making is dealt with in Unit VII introducing marketing intelligence, competition, budgeting and organisational issues. The logical conclusion of this effort is achieving sales and the particular techniques involved are explored in the final section.