Lookup NU author(s): Hesty Utami,
Dr Eleftherios Alamanos,
Dr Sharron Kuznesof
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© 2019 International Consortium for Electronic Business. All rights reserved.This study explores food e-commerce engages customer to their needs, wants and lifestyle towards food purchase in the transition of retail revolution era. The focus is given to the customer engagement for co-creation process from the seller’s perspective. The study was carried in Indonesia by applying an inductive research approach using in-depth interviews with multiple food e-commerce company’s management (n=8). A six-stage of thematic analysis was applied using NVivo 12 software. The study showed that customer curiosity, customer buying behaviour change, customer food lifestyle changes and more demanding consumers underlying customer-needs driven. The SMEs proactively respond to consumer needs by communicating the expected benefits of food purchase via online channels. It activates the role of customer as value co-creator through familiarising food shopping based-online channel and experiencing the food online channel usage. The process of B2C value co-creation of food e-commerce is described as a process of gaining customer attention, role understanding, interaction, learning, intervention and making consumers discover. The transition stage of retail revolution of SME-based food e-commerce in developing countries demonstrates a conceptual process of value co-creation while exploring the customer needs-driven to this specific context. Both scholars and practitioners could learn from consumer behaviour changes displayed on online food purchase by managing each role and resources accordingly.
Author(s): Utami HN, Alamanos E, Kuznesof S
Publication type: Conference Proceedings (inc. Abstract)
Publication status: Published
Conference Name: Proceedings of the International Conference on Electronic Business (ICEB)
Year of Conference: 2019
Online publication date: 08/12/2019
Acceptance date: 02/04/2016
Publisher: International Consortium for Electronic Business