When souvenirs meet online shopping – the effect of food souvenir types on online sales

Abstract

This study classified food souvenirs into four categories based on two dimensions of product characteristics (i.e., brand awareness and local relevance) and investigated the differences in their online sales. We also explored the role of online sales platforms and geographical distance in moderating the sales differences among different categories of food souvenirs. Real sales data were collected from a regional enterprise that sells food souvenirs on both local and national online shopping platforms.The data include the sales volume of 606 types of food souvenirs from 2015 to 2018. The results show that food souvenirs characterized by strong brand awareness and high local relevance are the first choice of consumers. Interestingly, consumers value brand awareness more than local relevance when purchasing food souvenirs.Furthermore, the sales platform and geographical distance moderate the sales volume of different types of food souvenirs. Finally, implications and recommendations for future research are provided.

Peran Penting Kemasan dalam Meningkatkan Persepsi Kualitas Produk Makanan

“…Agar respon yang diberikan akurat, wisatawan diminta untuk merespon kuesioner setelah mereka berbelanja produk kuliner khas Bandung. Persepsi turis terhadap desain visual kemasan produk kuliner khas Bandung dalam berbelanja suvenir sebagai makanan akan dianalisa dengan menggunakan deskriptif statistik, sedangkan hubungan antara persepsi positif terhadap desain visual kemasan dengan kualitas produk kuliner khas Bandung akan dianalisis menggunakan analisa regresi (Yuan, Xie, Li, & Shen, 2022).…”

Sociology Approach in Food Souvenir Innovation: The Customer-Producers Relation on Online Marketing Communication

“…Previous research proposed four categories of food souvenirs, namely traditional culture, new commercial culture, local food, and ordinary food (Yuan et al, 2022). Food souvenirs are purchased to be eaten outside the place of purchase (Yuan et al, 2022). The same study found that the online marketing of new culture commercial food souvenirs was higher than that of local food souvenirs.…”

“…Consumers pay attention to the strength of product locality, especially in the national online market. However, the customer's willingness to choose food with a strong local character (traditional culture and local food souvenirs) can be reduced in the national online market (Abendroth, 2011;Yuan et al, 2022). This finding indicated the potential for a new culture of commercial or popular food in the local online food souvenir market.…”

“…The variety of food souvenir products in the food market has increased. Previous research proposed four categories of food souvenirs, namely traditional culture, new commercial culture, local food, and ordinary food (Yuan et al, 2022). Food souvenirs are purchased to be eaten outside the place of purchase (Yuan et al, 2022).…”

“…This type of food can be in the form of cakes such as Bandung Makuta cake in Bandung, taro layer cake in Bogor, Meranti cake in Medan, or Abon Gulung cake in Manokwari (Aditi & Hendriarto, 2021;Aswar et al, 2020;Chan et al, 2017;Ridho et al, 2019). The reputation of food brands is a concern for consumers in the new culture of commercial food souvenirs (Yuan et al, 2022). However, online marketing of food products can also rely on viral marketing or word of touch (Al-Majali, 2020;Kang & Moon, 2017;Kelly et al, 2015).…”