MEASURING THE CONSUMERS' LEVEL OF SATISFACTION FOR ONLINE FOOD DURING THE COVID-19 PANDEMIC

Abstract

Given this scientific framework, the aim of this work is to investigate the level of satisfaction of consumer in buying food by means of online grocery shopping channels during this grave COVID-19 pandemic, starting from the description of the main factors that have characterized the online spending behaviour. The analysis was carried out by collecting data deriving from an online questionnaire administrated to an Italian ‘snowball’ sample through social networks and emails, in the March-May 2020 time range. The questionnaire was first tested by experts in online purchasing channels and by scientific representatives. 249 were the final respondents that completed the survey. About 25% did not conclude the questionnaire because did not meet the criteria of having purchased at least once on line. Finally, the purpose was to elaborate an index by considering the evaluation expressed by the respondents on the main aspects characterizing the online spending behavior.