In the rapidly evolving landscape of online commerce, understanding consumer behavior is crucial for businesses to stay ahead. A recent study published in the journal *Frontiers in Sustainable Food Systems* (which translates to *Frontiers in Sustainable Food Systems*) sheds light on how Amazon’s marketing strategies are influencing consumer behavior in the food sector, particularly in Egypt. The research, led by Sherouk Hassan from the College of Economics and Management at Nanjing Agricultural University in China, offers valuable insights for businesses, policymakers, and academics alike.
The study focuses on Egyptian consumers’ online purchasing behavior, an area that has received limited attention despite the extensive research on internet usage and social media trends. Using Amazon Egypt as a case study, the research examines various factors that influence consumer attitudes and purchase intentions. These factors include convenience motivation, price-saving orientation, app quality, service quality, perceived risk, subjective norms, perceived control, and consumer attitude toward online food purchase intention.
Data were gathered through online surveys of 400 participants from Cairo and analyzed using structural equation modeling (SEM). The results indicated that convenience motivation, price-saving orientation, app quality, subjective norms, and perceived control positively influence consumer attitudes, which in turn strongly impact purchase intentions. These findings underscore the importance of convenience, affordability, and technological factors in shaping consumer preferences in Egypt’s online food market.
“Our findings highlight the critical role of convenience and affordability in driving consumer behavior,” said Sherouk Hassan. “Businesses that can leverage these factors effectively are likely to see a significant boost in their online sales.”
The study’s implications are far-reaching. For businesses, it emphasizes the need to focus on enhancing the user experience through high-quality apps and services, as well as offering competitive prices and convenient shopping options. Policymakers can use these insights to advance digital transformation initiatives, ensuring that the infrastructure and regulations support the growth of the online food market.
“This research provides a comprehensive understanding of the factors that influence online food purchase intentions,” Hassan added. “It serves as a valuable resource for businesses looking to optimize their marketing strategies and for policymakers aiming to foster a supportive digital environment.”
As the online food market continues to grow, the insights from this study will be instrumental in shaping future developments. Businesses that can adapt to these findings are likely to gain a competitive edge, while policymakers can create a more conducive environment for digital commerce. The study’s publication in *Frontiers in Sustainable Food Systems* further underscores its relevance and potential impact on the broader food industry.
In an era where digital transformation is reshaping consumer behavior, this research offers a timely and critical analysis of the factors driving online food purchases. By understanding these dynamics, businesses and policymakers can work together to create a more efficient and consumer-friendly online food market.