IoT‐enabled services in online food retailing

The present study aims at understanding the application of Internet of Things (IoT) in online food retailing, influencing purchase frequency of ready‐to‐eat food products. The research is empirical in nature in which an internet based consumer survey was conducted to collect 329 valid responses on PAN India basis. This research comprehensively investigated, shortlisted, and finally selected the factors of consumer involvement and decision making using IoT in online food retailing. The binary logistic regression model revealed that the factors relative advantage, best deals, availability and information, consumer satisfaction, and channel efficiency significantly influences the consumer purchase frequency for ready‐to‐eat food products at various stages in online food retailing. The understanding, extrapolation, and proper management of these factors will help online food retail players in implementing IoT enable services effectively in their retail formats to gain consumer confidence.