Digital Consumers in the Foodservices Market

Abstract

The dynamic development of e-commerce in the foodservice market has been observed in recent years (especially during the COVID-19 pandemic), both in Poland and in other countries. The purpose of the study was to determine the characteristics of e-foodservice customers, identify their motivations for ordering food online and the nutritional consequences of such actions, as well as recognize the influence of consumers’ s-commerce activity on their foodservice market behavior. The study was carried out using the CAWI method on a sample of 1018 adult Poles. With the use of cluster analysis, three consumer segments were distinguished: frequent e-commerce users (221), moderate users (400), and sporadic users (397). The results indicate that frequent users of e-commerce in the foodservice market are slightly more often young and educated men who work full-time, have a higher than average income, and live in a large or medium city. In their own opinions, frequent users are the most concerned about proper nutrition, but despite such declarations, their nutritional quality is inferior to other groups. Compared to other segments, they are the most socially active and show the greatest commitment to s-commerce activity, which influences their purchasing intentions and behaviors.