Determinants of Consumer's Purchase Intention on Fresh E-Commerce Platform

Perspective of UTAUT Model

Bibliographic Data

ID3383201
AuthorsLingming Chen (0000-0002-0137-9476, Hunan University of Science and Technology), Salamun Rashidin (0000-0003-1273-8494, University of International Business and Economics), Fei Song (0000-0002-3888-5786, Hong Kong Metropolitan University, corresponding author), Wang Yi (0000-0003-4741-8095, Academy of State Administration of Grain), Yi Wang (0000-0003-2228-7009, COFCO Grains Holdings Limited, Beijing, China), Sara Javed (0000-0002-7234-7690, University of International Business and Economics), Jian Wang (0000-0001-6128-1254, University of International Business and Economics)
Year2021
Volume11
Issue2
Publication date2021-04-01
Open AccessYes
TypeARTICLE
VenueSAGE Open (JOURNAL)
Journal identifiersISSN: 2158-2440 • E-ISSN: 2158-2440
PublisherSAGE Publications Inc (PUBLISHER)
DOI10.1177/21582440211027875
OpenAlexW3174321803
LanguageEN
Citations received12
References cited70

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

Business · E-commerce · Expectancy theory · Moderation · Perception · Risk perception · Social influence · Structural equation modeling · Unified theory of acceptance and use of technology · Computer Science · Consumer Retail Behavior Studies · Digital Marketing and Social Media · Psychology · Social Psychology · Technology Adoption and User Behaviour · Marketing

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