Assessing the Impact of Amazon's Marketing Strategies on Consumer Behavior in the Food Sector

Sherouk Hassan¹Aijun Liu^1*Rohullah Niazi¹Mohamed Mohamed²Esraa A Ali¹Stella Anyango¹Ahmed Ayoub³MOHAMED MOHAMED¹Abdelrahman Ali⁴Moataz Eliw⁵

• ¹Nanjing Agricultural University, Nanjing, China
• ²Fayoum University, Fayoum, Faiyum, Egypt
• ³City of Scientific Research and Technological Applications, Alexandria, Alexandria, Egypt
• ⁴School of Economics and Management, South China Agricultural University, Guangzhou, Guizhou Province, China
• ⁵Faculty of Arts, University of Beni Suef, Beni-Suef, Beni Suef, Egypt

The growth of the technology industry has changed online marketing and shaped consumer behavior. Despite extensive research on internet usage and social media trends, the online purchasing behavior of Egyptian consumers, particularly in the food products area, has received limited attention. This study provides valuable insights for businesses to enhance their strategies, policymakers to advance digital transformation initiatives, and academics. The main purpose of this study was to understand Egyptian consumer behavior, particularly in online food purchases, using Amazon Egypt as a case study, based on the theory of planned behavior (TPB) as a framework. The research examined variables such as convenience motivation, pricesaving orientation, app quality, service quality, perceived risk, subjective norms, perceived control, and consumer attitude toward online food purchase intention. Data were gathered through online surveys of 400 participants from Cairo and analyzed using structural equation modeling (SEM). The results indicated that convenience motivation, price-saving orientation, app quality, subjective norms, and perceived control positively influence consumer attitudes, which in turn strongly impact purchase intentions. These findings underline the importance of convenience, affordability, and technological factors in shaping consumer preferences in Egypt's online food market.