Investigating the segment specific preferences for hedonic and utilitarian online-shop characteristics: the case of German online wine shops

摘要

Recently the market for grocery online-shopping is expanding. Therefore, this study analyse the influencing factors of online shoppers' preferences for online wine shops with an adaptive choice-based conjoint analysis (ACBC). As these factors in general differ for hedonic and utilitarian goods, we investigated what characteristics presented in the online-shop are most important to customers of a primarily hedonic product like wine. Surprisingly, respondents in general favoured utilitarian over hedonic characteristic levels. In addition, we identified two distinct customer groups by applying a preference-based market segmentation (CCEA). The price/ efficiency-seeking group favoured utilitarian characteristics. The quality-seeking group favoured hedonic over utilitarian characteristics, but with a strong importance of some utilitarian website characteristics. Finally management implications are presented.