Internet og detailhandel: Et strukturperspektiv

”71.000 new net users every day” (Levins, 1997), ”Web-based business are booming” (Powell, 1998), ”Interactive retailing is a real threat to traditional retailers and a real opportunity for progressive ones” (Chain Store Age, 1997), ”Electronic markets will soon become ubiquitous” (Maes, 1999). Dette er blot nogle af de mange, og ofte bastante, synspunkter som af debattører, forskere og andre er blevet knyttet til handel på internettet – eller E-commerce, som synes at være den bredt accepterede internationale betegnelse for den kommercielle kommunikation, transaktion og distribution, som finder sted via, eller med udgangspunkt i, internettet. I det følgende anvendes betegnelsen ”internethandel”. I dette papir vil vi navnlig søge at belyse teoretiske implikationer og fremtidsperspektiver for internethandel med udgangspunkt i detailhandel. Detailhandel omfatter de aktiviteter, bredt forstået som penge-, informations-, vare og tjenestestrømme, der er forbundet med markedsføring og salg af varer og tjenester til den endelige konsument (forbrugeren). Formålet med papiret er tredelt: Etablering af en teoretisk ramme til studium af internethandel, på grundlag af specificerede forudsætninger og etableret teori at deducere nogle sandsynlige konsekvenser af internethandel og på denne baggrund at opstille nogle relevante forskningsspørgsmål

a TRA versus TPB Approach

This paper tests the ability of two consumer theories - the theory of reasoned action and the theory of planned behavior - in predicting consumer online grocery buying intention. In addition, a comparison of the two theories is conducted. Data were collected from two web-based surveys of Danish (n=1222) and Swedish (n=1038) consumers using self-administered questionnaires. Lisrel results suggest that the theory of planned behavior (with the inclusion of a path from subjective norm to attitude) provides the best fit to the data and explains the highest proportion of variation in online grocery buying intention. Keywords Online buying intention – groceries - theory of reasoned action – theory of planned behavior – lisre

Valuing seafood attributes: stated choice model

This study applied brand choice model and stated preference data collected in French context by means of choice experiment to investigate value of intrinsic and extrinsic attributes of various fresh seafood species. The estimated models show that the extrinsic attributes (i.e. product forms, production method, and product origin) and intrinsic attributes (i.e. seafood species: salmon, cod, mussels, ect.) were significant determinants of consumer choice of seafood for their household consumption. Consumers assigned a significantly higher value for domestic and wild catch product. However, a deeper look into the market structure we revealed that only 39.5% of the sample is willing to pay a premium price for domestic and wild catch items in general. Salmon, cod, and saithe were evaluated relatively highest valued products while oyster, pangasius, and crab are lowest valued items. Market shares of the species in segments and entire market were predicted and appeared closely to actual market shares. The segment membership probability was estimated by the model and then regressed on demographic to give good suggestions for managers