Abstract

In recent years, premium private labels became more and more important in the strategies of the main retailer brands. These strategies are now challenged by the growing digital orientation of consumers, who are continuously increasing the use of e-commerce, especially in grocery. Starting from this evidence, this paper aims to contribute to the advancement of knowledge on the subject, analyzing the impact of consumer trust in retailer and online shopping frequency on willingness to buy and willingness to pay for hedonic products. Data for hypotheses testing were collected through a 2x2 experiment between subjects. Results show that: a) in online channel consumer trust in retailer positively influences both willingness to buy and willingness to pay a Ppl hedonic product; b) the usage frequency of e-commerce influences consumers’ willingness to buy but not their willingness to pay; c) when trust in retailer is high, high-online shoppers show a greater willingness to buy; interaction between trust in retailer and usage frequency of e-commerce is significant only for high-online shoppers.