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Małgorzata Grzywińska-Rąpca, Mariola Grzybowska-Brzezińska
Determinanty e-zakupów na rynku żywności
Determinants of e-shopping in the food market
The electronic trade in food in Poland is currently developing intensely. The number of online stores having food in their offer is going up, the group of consumers who buy food in such a way is also growing, and these customers are willing to come back. Prospects for the development of an online food market in Poland seem to be optimistic. The respondents who participated in the study benefit from this form of food shopping. They do it repeatedly, and – as the deliveries arrive on time and potential complaints are dealt with swiftly – become less afraid to buy food online. Among the factors that account for the success of electronic food shopping are the large number of market participants (buyers and sellers), a large volume of trade, and hence, the low cost of market participation, community building, and brand building.
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