ADAPTING TO MARKET CHANGES: THE IMPACT OF ENVIRONMENTAL DYNAMICS AND EXTERNAL FORCES ON ONLINE SHOPPING FOR PERISHABLE FOODS

Abstract

The purpose of the study is to analyze how fluctuating market conditions and external factors impact consumer behavior and satisfaction in the online shopping of perishable food products, and to provide insights for businesses and policymakers to adapt strategies effectively. The approach comprised gathering primary data using a systematic survey of online shoppers for perishable foods, using stratified random sampling to ensure demographic and geographic representation, and analyzing the data with structural equation modeling (SEM) to assess the relationships between market conditions, external influences, and consumer perceptions, with validation through established model fit indices and reliability measures. According to the analysis, consumer views are greatly impacted by market conditions both directly and indirectly through external influences, with the model demonstrating a good fit as indicated by CMIN/DF, CFI, TLI, and RMSEA values. Specifically, market conditions had a strong direct effect on consumer perceptions (β = 0.88), and a substantial total effect (β = 0.65) when mediated by external influences, which themselves had a significant impact on consumer perceptions (β = 0.91). This highlights the critical role of both direct market factors and external influences in shaping consumer attitudes towards online shopping for perishable foods. The study provides a thorough framework that integrates important theories to clarify the intricate interactions that exist between consumer behavior, technology, and market dynamics. Retailers can take action based on the findings, policymakers, and technology developers, with future research recommended to explore broader contexts and emerging technologies to enhance understanding of evolving consumer behaviors.