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Online Grocery Recommendation Using Machine Learning
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Pdf) Online Grocery Management System
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Received: January 1, 2021 / Revised: January 27, 2021 / Accepted: February 5, 2021 / Published: February 9, 2021
This paper examines the effects of product type and arithmetic problem complexity on cognitive shopping and user satisfaction in an online shopping context. A 32-factor two-factor intragroup test was performed. The results show that practice products and complex arithmetic problems are associated with higher perceived mental ability compared to research products and simple arithmetic problems. Perceived mental effort and satisfaction are negatively related. The more users have to focus on online shopping issues, the less likely they are to be satisfied with their online experience. Our results suggest that cognitive absorption mediates the relationship between cognitive effort and satisfaction. This study contributes to our understanding of online product shopping by elucidating the effects of arithmetic complexity and product type on user satisfaction. It also offers a way for shopping website developers to improve the online shopping experience for consumers by incorporating simple technological features into their websites to help users reduce mental effort.
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Despite the rapid growth of e-commerce, online products have only a small share in the digital world. In 2019, books, music, and videos accounted for 50.8% of online sales, while “food and beverage” accounted for only 2% in the United States [1], despite giant retailers such as Amazon offering online products. decade [2, 3]. Similar situations occur in other countries such as Canada, England and Australia [4, 5, 6]. In an effort to increase online grocery sales, major retailers such as Amazon, Walmart, Costco, and Target have invested in ordering and delivery capabilities [7, 8] and expanding their product range [2, 9]. In 2017, Walmart added more than 400 online grocery collection locations in the United States, bringing the number to 1,000 [10]. To compete, Amazon introduced a new dish to the market that year using technology developed for the US military [2]. The products promise a longer shelf life, more nutrients and better taste than conventional processed foods [2]. Meanwhile, in Asia, Chinese e-commerce giant Alibaba plans to invest $200 million in an Indian online store.
In addition to marketers’ efforts to attract online users, research has been conducted to identify factors that deter users from purchasing products online [5, 12, 13, 14, 15, 16, 17, 18]. Online grocery stores mainly focus on convenience and seek an easy shopping experience [19]. Product quality [5, 14, 15] and reliability of delivery time [14] have been found to be the main issues that often discourage grocers from purchasing online. Other factors such as shipping charges [5] and low prices [14, 15] influence consumers’ choice of shopping channel, although not significantly. Most of these studies were conducted in the United States or Europe and focused mainly on situational factors or social aspects. There is little evidence on how the characteristics of online grocery shopping affect consumers’ shopping experience and website usage. Unlike other product categories, grocery has unique characteristics that must be treated differently in the online environment. We argue that product variety and arithmetic complexity are two important features that make online shopping more attractive to general consumers.
Understanding how the characteristics of online grocery shopping affect consumer behavior and feedback will inform online retailers about the characteristics of their products so that shopping websites can be designed accordingly to enhance the user experience. Specifically, our study aims to understand the impact of two important factors (arithmetic complexity and product type) on users’ perceived mental effort and the latter’s satisfaction. We also propose a mediating effect of mindfulness on the relationship between mental effort and satisfaction. A two-factor (arithmetic complexity of product X type) within-subjects experiment was conducted in which participants completed four online product purchasing tasks. Our results show that mental effort depends on product type, arithmetic complexity, and the interaction of the two factors, while consumer satisfaction is influenced by mental effort and cognitive learning.
According to Nelson [20], products can be divided into research and experimental products. A dominant feature of exploratory research is that most of the information about goods can be gathered through information seeking, while information on goods for experience must be obtained in person or can be studied after the goods have been purchased, used or consumed [21]. Thus, experimental products are associated with higher uncertainty than research products [22] because it is difficult to assess the quality of goods without physical examination or actual testing [23]. Peterson and Balasubramanian [24] argue that online shopping for research products is more beneficial than in-store because the quality uncertainty associated with research products is significantly reduced through online research, exchange and comparison of information. However, the same advantage cannot be obtained for experimental products [25]. For specific foods, such as fresh fruits and vegetables, consumers make purchase decisions after engaging in multisensory evaluation of the product, such as touching, smelling, inspecting, or tasting the product. Physical interaction with these items gives consumers a sense of trust in the quality of the product that online media cannot provide [16, 26]. The issue of uncertainty requires the use of two different communication strategies for advertising research and experiential products. Pan developed a taxonomy for promotional products based on the characteristics of Torres [27] and suggested that informative advertising (information about product quality) is more effective for promoting effective products because it reduces consumer uncertainty about product quality. . Thus, online grocery shopping is associated with a higher perceived risk of product quality than in-store purchases [5], and this perceived risk deters consumers from purchasing products online [28].
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One of the characteristics of food trading is the involvement of arithmetic calculations [18, 29]. Food marketers frequently perform arithmetic operations (ie, division, multiplication, addition, and subtraction) for a variety of purposes: justifying choices, determining the quantity of items to be purchased, or comparing alternatives [29] . The complexity of these arithmetic operations can be higher in an online environment than in an online store environment. In physical stores, shoppers can use external offers to make shopping and comparison easier. For example, consumers can quickly view items already in their shopping cart to determine whether additional items should be purchased. For perishables such as fruits and vegetables, which are often not sold in conventional packaging, buyers determine what and how much to buy by handling, storing and picking. Studies have shown that single-body touch and dynamic manual contact (eg, lifting, tapping) are effective methods for assessing properties such as weight, volume, temperature, texture, and hardness [30]. In short, the in-store environment simplifies calculations, requires less mental effort, and is therefore preferred by consumers. It has been shown that consumers are more likely to shop online if they believe that their effort is low [31, 32].
Mental effort, defined as the actual amount of mental resources allocated to meet the needs of a task, is considered one of the (negatively related) determinants of e-commerce website success [34]. The concept of intellectual effort is often used as an indicator of knowledge flow, which can be classified as internal or external in the context of online shopping [36, 37]. inside