Determinants of Consumer’s Purchase Intention on Fresh E-Commerce Platform: Perspective of UTAUT Model

• Published in: SAGE open Vol. 11; no. 2
• Main Authors: Chen, Lingming, Rashidin, Md. Salamun, Song, Fei, Wang, Yi, Javed, Sara, Wang, Jian
• Format: Journal Article
• Language: English
• Published: Los Angeles, CA SAGE Publications 01.04.2021; SAGE PUBLICATIONS, INC; SAGE Publishing
• Subjects: Electronic commerce; Structural equation modeling; Technology Acceptance Model; purchase intention; e-commerce platform; fresh foods; UTAUT model; structural equation model
• ISSN: 2158-2440; 2158-2440
• DOI: 10.1177/21582440211027875

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.