single-au.php

IJAT Vol.18 No.6 pp. 794-801
doi: 10.20965/ijat.2024.p0794
(2024)

Research Paper:

Analyzing Factors Influencing Customer Satisfaction with Organic Coffee in E-Commerce

Yuna Seo ORCID Icon

Tokyo University of Science
2641 Yamazaki, Noda, Chiba 278-8510, Japan

Corresponding author

Received:
March 21, 2024
Accepted:
October 21, 2024
Published:
November 5, 2024
Keywords:
organic coffee, E-commerce, satisfaction, Japan
Abstract

In recent years, there has been a notable increase in interest in sustainable products, particularly organic goods, driven by the push for sustainable societies. However, Japan’s organic market lags behind the global trend, representing just 0.3% of total farmland in 2021. To tackle this issue, the Ministry of Agriculture, Forestry and Fisheries introduced the “Green Strategy,” with the goal of raising the organic share to 25% by 2050. The COVID-19 pandemic has brought about significant lifestyle changes, such as increased remote work and reduced outdoor activities, leading to a surge in the E-commerce market and an increased need for analyzing consumer satisfaction. To enhance Japan’s organic market, it is crucial to familiarize consumers with organic products like coffee, tea, and snacks. This study proposes a model using E-commerce customer reviews to predict consumer satisfaction. The aim is to improve services and develop new strategies based on customer preferences, promoting sustainable growth and enhancing customer satisfaction. This study delves into the impact of factors derived from latent Dirichlet allocation (LDA) on consumer satisfaction with organic coffee, utilizing three years of data from Rakuten Marketplace customer reviews (2017–2019). A total of 1444 review texts were analyzed, including 154 low-rated reviews (ratings 1–3) and 1290 high-rated reviews (ratings 4–5). To build a satisfaction prediction model using regression analysis, a survey was conducted using question items explored through factor analysis to assess the reliability of items in conveying the consistent meanings of high frequency words extracted by LDA: “taste,” “aroma,” “gift,” “sales/discounts,” “freshness,” and “decaffeinated.” The results of the regression analysis revealed that “gift,” “sales/discounts,” and “decaffeinated” significantly impact consumer satisfaction. Insights derived from these factors illuminate marketing strategies that focus on delivering happiness through products, adding value through pricing strategies, and introducing benefits and consumption methods that effectively meet customer needs. These findings underscore the potential of customer reviews to enhance consumer satisfaction and inform strategic marketing decisions, thereby contributing to the growth and success of the organic coffee market.

Cite this article as:
Y. Seo, “Analyzing Factors Influencing Customer Satisfaction with Organic Coffee in E-Commerce,” Int. J. Automation Technol., Vol.18 No.6, pp. 794-801, 2024.
Data files:
References
  1. [1] F. Leesatapornwongsa, N. Thawesaengskulthai, and R. Vaiyavuth, “Developing a sustainability measurement for innovation performance for the food industry,” Sustainability, Vol.15, No.24, Article No.16714, 2023. https://doi.org/10.3390/su152416714
  2. [2] B. R. Han, T. Sun, L. Y. Chu, and L. Wu, “COVID-19 and E-commerce operations: Evidence from Alibaba,” M&SOM, Vol.24, No.3, pp. 1388-1405, 2022. https://doi.org/10.1287/msom.2021.1075
  3. [3] H. Willer, J. Trávníček, and S. Schlatter, “The world of organic agriculture: Statistics and Emerging Trends 2024,” FiBL, IFOAM - Organics International, 2024.
  4. [4] MAFF, “Organic village.” https://www.maff.go.jp/j/seisan/kankyo/yuuki/organic_village.html [Accessed October 5, 2023]
  5. [5] C. Ji, X. Dong, and W. Lin, “The effects of E-commerce adoption on the financial performance of agri-food enterprises in China,” Electron. Commer. Res., 2024. https://doi.org/10.1007/s10660-024-09810-z
  6. [6] K. Nuttavuthisit and J. Thøgersen, “The importance of consumer trust for the emergence of a market for green products: The case of organic food,” J. Bus. Ethics, Vol.140, pp. 323-337, 2017. https://doi.org/10.1007/s10551-015-2690-5
  7. [7] J. Paul, “Marketing in emerging markets: A review, theoretical synthesis and extension,” Int. J. Emerg. Mark., Vol.15, No.3, pp. 446-468, 2020. https://doi.org/10.1108/IJOEM-04-2017-0130
  8. [8] I. Okada and H. Yamamoto, “Effects of information diffusion in online word-of-mouth communication among consumers,” J. Adv. Comput. Intell. Intell. Informatics, Vol.15, No.2, pp. 197-203, 2011. https://doi.org/10.20965/jaciii.2011.p0198
  9. [9] L. Dessart, C. Veloutsou, and A. Morgan-Thomas, “Consumer engagement in online brand communities: A social media perspective,” JPBM, Vol.24, No.1, pp. 28-42, 2015. https://doi.org/10.1108/JPBM-06-2014-0635
  10. [10] C. Ashley and T. Tuten, “Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement,” P&M, Vol.32, No.1, pp. 15-27, 2015. https://doi.org/10.1002/mar.20761
  11. [11] D. Lee, K. Hosanagar, and H. S. Nair, “Advertising content and consumer engagement on social media: Evidence from Facebook,” Manag. Sci., Vol.64, No.11, pp. 5105-5131, 2018. https://doi.org/10.1287/mnsc.2017.2902
  12. [12] D. Seudieu, “Coffee value chain in selected importing countries,” Int. Coffee Organisation. http://dev.ico.org/presents/1011/ICC-106-1-value-chain.pdf [Accessed March 2024]
  13. [13] K. Aoki, K. Akai, K. Ujiie, T. Shinmura, and N. Nishino, “An actual purchasing experiment for investigating the effects of eco-information on consumers’ environmental consciousness and attitudes towards agricultural products,” Int. J. Automation Technol., Vol.8, No.5, pp. 688-697, 2014. https://doi.org/10.20965/ijat.2014.p0688
  14. [14] Y. L. Gao and A. S. Mattila, “Improving consumer satisfaction in green hotels: The roles of perceived warmth, perceived competence, and CSR motive,” Int. J. Hosp. Manag., Vol.42, pp. 20-31, 2014. https://doi.org/10.1016/j.ijhm.2014.06.003
  15. [15] E. E. M. Mori, N. Bragagnolo, M. A. Morgano, V. Anjos, K. Yotsuyanagi, E. V. Faria, and J. M. Iyomasa, “Brazil coffee growing regions and quality of natural, pulped natural and washed coffees,” FFI, Vol.208, No.1, pp. 416-423, 2003.
  16. [16] W. B. Sunarharum, D. J. Williams, and H. E. Smyth, “Complexity of coffee flavor: A compositional and sensory perspective,” Food Res. Int., Vol.62, pp. 315-325, 2014. https://doi.org/10.1016/j.foodres.2014.02.030
  17. [17] K. Roberts, “Lovemarks: Le nouveau souffle des marques,” Paris: Editions d’Organisation, 2004 (in French).
  18. [18] H. Song, J. Wang, and H. Han, “Effect of image, satisfaction, trust, love, and respect on loyalty formation for name-brand coffee shops,” Int. J. of Hospitality Management, Vol.79, pp. 50-59, 2019. https://doi.org/10.1016/j.ijhm.2018.12.011
  19. [19] F. Bronner and R. de Hoog, “Vacationers and eWOM: Who posts, and why, where and what,” J. Travel Res., Vol.50, No.1, pp. 15-26, 2010. https://doi.org/10.1177/0047287509355324
  20. [20] Q. Ye, B. Gu, and W. Chen, “Measuring the influence of managerial responses on subsequent online customer reviews – A natural experiment of two online travel agencies,” 2010. https://doi.org/10.2139/ssrn.1639683
  21. [21] K. Berezina, A. Bilgihan, C. Cobanoglu, and F. Okumus, “Understanding satisfied and dissatisfied hotel customers: Text mining of online hotel reviews,” J. Hosp. Mark. Manag., Vol.25, No.1, 2016. https://doi.org/10.1080/19368623.2015.983631
  22. [22] T. Taka and N. Hamada-Sato, “Extracting information from online posts about seafood sales services using a topic model,” Nippon Suisan Gakkaishi, Vol.88, No.2, pp. 71-79, 2022 (in Japanese). https://doi.org/10.2331/suisan.21-00015
  23. [23] A. M. Fiore, “The digital consumer: Valuable partner for product development and production,” Clothing and Textiles Research J., Vol.26, No.2, pp. 177-190, 2008. https://doi.org/10.1177/0887302X07306848
  24. [24] Rakuten Group, Inc., “Rakuten dataset. Informatics research data repository,” National Institute of Informatics, (dataset). https://doi.org/10.32130/idr.2.0
  25. [25] K. Stevens, P. Kegelmeyer, D. Andrzejewski, and D. Buttler, “Exploring topic coherence over many models and many topics,” Proc. of the 2012 Joint Conf. on Empirical Methods in Natural Language Processing and Computational Natural Language Learning, pp. 952-961, 2012.
  26. [26] National Institute of Population and Social Security Research, “Population statistics compilation (2023) revised edition” (in Japanese). https://www.ipss.go.jp/syoushika/tohkei/Popular/P_Detail2023RE.asp?fname=T02-02.htm [Accessed October 5, 2023].
  27. [27] F. Boncinelli, A. Dominici, F. Gerini, and E. Marone, “Consumers wine preferences according to purchase occasion: Personal consumption and gift-giving,” Food Qual. Prefer., Vol.71, pp. 270-278, 2019. https://doi.org/10.1016/j.foodqual.2018.07.013
  28. [28] A. Rong-Da Liang, “Enthusiastically consuming organic food: An analysis of the online organic food purchasing behaviors of consumers with different food-related lifestyles,” INTR, Vol.24, No.5, pp. 587-607, 2014. https://doi.org/10.1108/IntR-03-2013-0050
  29. [29] R. Compés and G. Szolnoki, “Sustainable and innovative wine tourism: Success models from all around the world,” Cajamar Caja Rural, 2021.
  30. [30] H. H. Chiang, H. Y. Lin, and S. C. Tu, “Analyzing behaviors influencing use of mobile coupons from the perspective of transaction utility,” SBP, Vol.41, No.3, pp. 433-441, 2013. https://doi.org/10.2224/sbp.2013.41.3.433
  31. [31] D. S. Putler, “Incorporating reference price effects into a theory of consumer choice,” Mark. Science, Vol.11, No.3, pp. 287-309, 1992. https://doi.org/10.1287/mksc.11.3.287
  32. [32] V. da Veiga Dias, M. da Silva Schuster, E. Talamini, and J. P. Révillion, “Scale of consumer loyalty for organic food,” British Food J., Vol.118, No.3, pp. 697-713, 2016. https://doi.org/10.1108/BFJ-09-2015-0332
  33. [33] M. Rödiger and U. Hamm, “How are organic food prices affecting consumer behaviour? A review,” Food Qual. Pref., Vol.43, pp. 10-20, 2015. https://doi.org/10.1016/j.foodqual.2015.02.002
  34. [34] M. Rödiger, S. Plaßmann, and U. Hamm, “Organic consumers’ price knowledge, willingness-to-pay and purchase decision,” BFJ, Vol.118, No.11, pp. 2732-2743, 2016. https://doi.org/10.1108/BFJ-04-2016-0164
  35. [35] S. Islam and C. Colonescu, “Data on retail price differential between organic and conventional foods,” Data in Brief, Vol.27, Article No.104641, 2019.
  36. [36] A. Corsi and S. Strøm, “The price premium for organic wines: Estimating a hedonic farm-gate price equation,” JWE, Vol.8, No.1, pp. 29-48, 2013. https://doi.org/10.1017/jwe.2012.22
  37. [37] FAO, “Guidelines for the production, processing, labeling and marketing of organically produced foods,” Joint FAO/WHO Food Standards Program Codex Alimentarius Commision, Rome, CAC/GL, Vol.32, p. 49, 1999.
  38. [38] B. J. Distelberg, A. Staack, K. D. D. Elsen, and J. Sabaté, “The effect of coffee and caffeine on mood, sleep, and health-related quality of life,” J. Caff. Res., Vol.7, No.2, pp. 59-70, 2017. https://doi.org/10.1089/jcr.2016.0023
  39. [39] A. K. Shlonsky, A. L. Klatsky, and M. A. Armstrong, “Traits of persons who drink decaffeinated coffee,” Ann. Epidemiol., Vol.13, No.4, pp. 273-279, 2003. https://doi.org/10.1016/S1047-2797(02)00414-3
  40. [40] S. J. V. Vicente, Y. S. Queiroz, S. L. D. Gotlieb, and E. A. F. D. S. Torres, “Stability of phenolic compounds and antioxidant capacity of regular and decaffeinated coffees,” Braz. Arch. Biol. Technol., Vol.57, No.1, pp. 110-118, 2014. https://doi.org/10.1590/S1516-89132014000100016
  41. [41] L. Geel, M. Kinnear, and H. L. De Kock, “Relating consumer preferences to sensory attributes of instant coffee,” Food Qual. Pref., Vol.16, No.3, pp. 237-244, 2005. https://doi.org/10.1016/j.foodqual.2004.04.014
  42. [42] E. Czarniecka-Skubina, M. Pielak, P. Sałek, R. Korzeniowska-Ginter, and T. Owczarek, “Consumer choices and habits related to coffee consumption by Poles,” Int. J, Environ. Res. Public Health, Vol.18, No.8, Article No.3948, 2021. https://doi.org/10.3390/ijerph18083948
  43. [43] B. Lewin, D. Giovannucci, and P. Varangis, “Coffee markets: New paradigms in global supply and demand,” World Bank Agriculture and Rural Development Discussion Paper, Vol.3, 2004.
  44. [44] UC Davis Innovation Institute for Food and Health, “The market for decaffeinated coffee and coffee alternatives,” 2023.
  45. [45] C. E. Kopetz, A. W. Kruglanski, Z. G. Arens, J. Etkin, and H. M. Johnson, “The dynamics of consumer behavior: A goal systemic perspective,” JCP, Vol.22, No.2, pp. 208-223, 2012. https://doi.org/10.1016/j.jcps.2011.03.001
  46. [46] J. Z. Zhang and C. W. Chang, “Consumer dynamics: Theories, methods, and emerging directions,” J. Acad. Mark. Sci., Vol.49, pp. 166-196, 2021. https://doi.org/10.1007/s11747-020-00720-8

*This site is desgined based on HTML5 and CSS3 for modern browsers, e.g. Chrome, Firefox, Safari, Edge, Opera.

Last updated on Dec. 13, 2024