 Determinants of Consumer’s Purchase Intention on Fresh E-Commerce Platform: Perspective of UTAUT ModelLingming Chen, Md. Salamun Rashidin, Fei Song, Yi Wang, Sara Javed and Jian Wang SAGE Open, 2021, vol. 11, issue 2, 21582440211027875 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. Keywords: fresh foods; e-commerce platform; purchase intention; UTAUT model; structural equation model (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:sae:sagope:v:11:y:2021:i:2:p:21582440211027875 DOI: 10.1177/21582440211027875 Access Statistics for this article More articles in SAGE Open |
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