In:
SAGE Open, SAGE Publications, Vol. 11, No. 2 ( 2021-04), p. 215824402110278-
Abstract:
Despite the booming market of fresh food, the fresh e-commerce platform holds only a limited market share, owing to the lack of habitual usage of these platforms. This article explores the determinants of purchase intention when using a fresh e-commerce platform. The integrated technology acceptance model (Unified Theory of Acceptance and Use of Technology [UTAUT]) is employed as the framework. A questionnaire survey was conducted and is analyzed using the structural equation model. We find that both performance expectancy and social influence have a significantly positive effect on consumers’ purchase intention using fresh e-commerce platforms, while perceived risk has a significantly negative effect. Perceived trust plays a mediating role between performance expectancy and purchase intention, social influence and purchase intention, as well as perceived risk and purchase intention. In addition, food safety awareness is a moderator between perceived trust and purchase intention.
Type of Medium:
Online Resource
ISSN:
2158-2440
,
2158-2440
DOI:
10.1177/21582440211027875
Language:
English
Publisher:
SAGE Publications
Publication Date:
2021
detail.hit.zdb_id:
2628279-3
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