# Omnichannel and Product Quality Attributes in Food E-Retail: A Choice Experiment on Consumer Purchases of Australian Beef in China

## TL;DR

This study explores how omnichannel retailing and product quality attributes affect Chinese consumers' purchasing behavior for Australian beef, revealing preferences and value perceptions.

## Contribution

The study introduces a novel application of choice experiments to analyze consumer behavior in the context of Australian beef in China's omnichannel retail environment.

## Key findings

- Chinese consumers are willing to pay significantly more for Australian brisket via omnichannel apps and offline stores compared to self-operated e-commerce.
- Brand, manufacturer, and origin traceability are key quality attributes influencing consumer choices for Australian beef.
- Four distinct consumer clusters were identified, each with varying sensitivities to e-retail channels and product attributes.

## Abstract

With the rise of omnichannel (OC) retailing in food e-retail, understanding how OC retailing and product quality attributes influence consumer purchasing behaviour and value perceptions is crucial for developing e-retail strategies and enhancing consumer services. This study examined their impacts on Chinese consumers’ purchases of Australian beef (brisket) through a discrete choice experiment in Beijing, Shanghai, Guangzhou and Shenzhen and analysed 872 valid responses using multinomial logit, random parameter logit, and latent class models. Our findings reveal that Chinese consumers prefer buying Australian brisket via OC apps and offline stores, paying approx. 44% and 134% more per 500 g, respectively, compared to self-operated e-commerce stores. Brand, manufacturer and origin traceability are key quality attributes, with additional paid for brisket manufactured and packaged in Australia (under Australian brands) and featuring the MLA “True Aussie Beef” label over QR codes. This study also identified four distinct consumer clusters: (i) premium shoppers, (ii) channel and traceability-oriented shoppers, (iii) omnichannel and price-oriented shoppers and (iv) tech-savvy and discerning shoppers, highlighting varying sensitivities to e-retail channels and product attributes. These findings offer strategic and actionable insights for Australian beef exporters and OC retailers seeking to optimise consumer engagement and value creation in China’s evolving e-retail landscape.