Determinants of Consumers' Perceived Experience Value in Relation to Online Organic Food Purchase

Abstract

Organic food buying behavior is high involvement purchase and related to consumers' deeper value system. The decision-making is quiet complex due to its high price and lack of trustworthiness. Therefore, there is a need for separate and more engaging shopping platform, which can co-create a delightful and enjoyable shopping experience for the consumers. Literature does not give a clear understanding about the factors which can influence Consumers' Perceived Experience Value (CPEV). Hence the study aims to identify the drivers or the determinants of CPEV in relation to online organic food purchase. The objectives of this study are to identify the domain of constructs along with their respective items for CPEV and their relation through qualitative exploration and validate the items for respective construct through Exploratory and Confirmatory Factor Analysis. The study contributes a scale which can measure the constructs like Cognitive Engagement, Emotional Engagement, Behavioral Engagement, Telepresence, Willingness to co-create, Willingness to pay for Experience and Ease of Use in relation to online organic food purchase which was not available in the existing literature. This will be beneficial for the organic food producers to develop a digital marketing strategy and penetrate the market. The study will also help the service and experience designers to explore these opportunities and create a platform for the small-scale farmers and contribute in their livelihood development.