Shopping Value and its Influence on Healthy Shopping Habits in E-Commerce

  title={Shopping Value and its Influence on Healthy Shopping Habits in E-Commerce},
  author={Ifeoma Adaji and Kiemute Oyibo and Julita Vassileva},
With the increase in the number of online retail companies, attempts are being made to influence shoppers to adopt healthy shopping habits with online recommendations for healthier foods. In order for these recommendations to be accurate, however, it is important to understand the shopping value one derives online and how that influences the healthy shopping habits of online consumers. To contribute to research in this area, we explore the effect of hedonic and utilitarian shopping values on… CONTINUE READING

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