Abstract

In this research, we examine the extent of information technology and application of internet in e-commerce as a whole, and e-grocery in particular, focusing on the effective factors concerning customer values and the effects of e-grocery on consumer value in the Iranian market. This survey suggests an integrated model is designed using a combination of seven variables in shaping consumer values. The seven variables; product ID, consumer’s inventory management, and 24 h service from electronic commerce, distribution channel, price and choice from grocery, and the variable of respect, which plays an important role in both categories, but in distinctive ways as noteworthy features for ranking efficient variables in generating a precious connection with customers are thoroughly studied.

Key words: E-grocery, consumer values ranking, e-commerce, Iranian market, marketing, variable normality, kolmogorov-smirnov test, Friedman test.