This study aims to investigate the drivers of consumer willingness-to-pay-more (WTPM) for e-grocery services. Using both symmetric and asymmetric modeling, the study examines how four factors – proactive customer orientation, value co-creation, customer brand engagement and online customer experience – influence consumers’ willingness-to-pay price premiums.
This study revisits prior Turkish e-grocery survey data to compare symmetric variable directional relationships (SVDRs) against asymmetric case algorithm models (ACAMs). Empirically, the study uses survey data. The ACAM approach relies on core tenets of complexity theory to go deeper into measuring specific cases willing and (separately) unwilling-to-pay-more for online shopping/delivery services.
The null hypothesis significance testing empirically support the positive SVDR hypotheses for the four consumer shopping-service orientations and WTPM for online services. ACAM results: Nearly all cases (i.e. respondents) filtered for high versus scores for both customer brand engagement and general online customer experience have high scores in WTPM for e-grocery services. Case configurations by demographic conditions deepens knowledge of how consumer shopping-service orientations impact who is and who is not WTPM for online shopping-services.
The study here compares two distinct sets of “theory of mind” theoretical views (matrix versus Boolean based) and empirical findings in examining grocery shoppers willing versus not willing to pay more for e-grocery service.
This study shows that ACAMs offer a practical approach to empirically test comprehensive algorithm models of customer acceptance or rejection of online e-grocery services. It compares SVDRs using null hypothesis significance tests with ACAMs that rely on odds-ratio based evaluation of predictive accuracy.
