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Consumer choice in online vegetable distribution terminals: A Planned Behavior approach

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  • Zhou, Guiqin
  • Liu, Wei

Abstract

It is common for consumers nowadays to buy vegetables through online distribution terminals. This paper introduces the variables of perceived risk and terminal image through the Theory of Planned Behavior, and uses structural equations to conduct an empirical study of consumer choice. The results show that: attitude, perceived risk and terminal image have a significant influence on consumers’ terminal behavioral intention, while subjective norms and perceived behavior controls do not; and perceived risk, terminal image and behavioral intention have a significant influence on consumers’ terminal behavioral choice, while attitude does not.

Suggested Citation

  • Zhou, Guiqin & Liu, Wei, 2022. "Consumer choice in online vegetable distribution terminals: A Planned Behavior approach," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    • Handle: RePEc:eee:joreco:v:68:y:2022:i:c:s0969698922001126
    DOI: 10.1016/j.jretconser.2022.103019
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    References listed on IDEAS

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    Cited by:

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    2. Liu, Chih-Hsing & Dong, Tse-Ping & Vu, Ho Tran, 2023. "Transformed virtual concepts into reality: Linkage the viewpoint of entrepreneurial passion, technology adoption propensity and advantage to usage intention," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).

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