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Relationship Between Attitude and Online Purchase Intention of Dairy Functional Foods in Hungary: An Extended TAM Approach

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  • Mohammad Mohammad
  • Orsolya Szigeti

Abstract

Purpose: This study aims to investigate the determinants of Hungarian customers' attitudes toward dairy functional foods and their online purchase intentions. Design/Methodology/Approach: The research framework employed in this study combines the Technology Acceptance Model, a widely recognized facilitator of internet shopping, with the model proposed by Urala and Lähteenmäki (2007), which suggests that attitudes towards dairy functional foods have a significant impact on consumer behavior and is consistent with the theory of planned behavior. We conducted a descriptive cross-sectional analysis using primary data collected from a sample survey of the Hungarian population with 313 valid questionnaires. We used The Partial Least Square method to test the hypothesis and the relationships between the different variables. Findings: Obtained results show that attitude toward dairy functional foods and perceived usefulness are crucial factors influencing online food purchase intentions. Among these drivers, perceived ease of use has an indirect impact on purchasing intention. However, perceived ease of use has a significant impact on perceived usefulness. Practical Implications: This study indicates that grocery retail firms can enhance their online presence in Hungary by understanding the importance of attitudes towards dairy functional foods and their perceived usefulness in influencing online food purchase intentions. Targeted marketing strategies can be developed to improve the online food purchasing experience for customers. Originality/Value: The study lies in its use of an extended Technology Acceptance Model approach to examine the factors influencing Hungarian customers' attitudes towards and intention to purchase dairy functional foods online. The study provides practical implications for grocery retail firms seeking to establish an online presence in Hungary and contributes to the literature on consumer behavior and marketing.

Suggested Citation

  • Mohammad Mohammad & Orsolya Szigeti, 2023. "Relationship Between Attitude and Online Purchase Intention of Dairy Functional Foods in Hungary: An Extended TAM Approach," European Research Studies Journal, European Research Studies Journal, vol. 0(1), pages 545-559.
    • Handle: RePEc:ers:journl:v:xxvi:y:2023:i:1:p:545-559
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    References listed on IDEAS

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    3. Saarijärvi, Hannu & Mitronen, Lasse & Yrjölä, Mika, 2014. "From selling to supporting – Leveraging mobile services in the context of food retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 21(1), pages 26-36.
    4. Goethals, Frank & Leclercq-Vandelannoitte, Aurélie & Tütüncü, Yazgi, 2012. "French consumers' perceptions of the unattended delivery model for e-grocery retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 19(1), pages 133-139.
    5. Radka Bauerová & Martin Klepek, 2018. "Technology Acceptance as a Determinant of Online Grocery Shopping Adoption," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 66(3), pages 737-746.
    6. Jeng, Shih-Ping, 2016. "The influences of airline brand credibility on consumer purchase intentions," Journal of Air Transport Management, Elsevier, vol. 55(C), pages 1-8.
    7. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    8. Jörg Henseler, 2018. "Partial least squares path modeling: Quo vadis?," Quality & Quantity: International Journal of Methodology, Springer, vol. 52(1), pages 1-8, January.
    9. Driediger, Fabian & Bhatiasevi, Veera, 2019. "Online grocery shopping in Thailand: Consumer acceptance and usage behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 48(C), pages 224-237.
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    Cited by:

    1. Guo Wu & Qinglin Peng, 2024. "Bridging the Digital Divide: Unraveling the Determinants of FinTech Adoption in Rural Communities," SAGE Open, , vol. 14(1), pages 21582440241, January.
    2. Leszek Gracz, 2024. "The Factors For Choosing An Online Seller: Insights from a TAM-Based Study of Polish Online Consumers," European Research Studies Journal, European Research Studies Journal, vol. 0(1), pages 331-340.

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    More about this item

    Keywords

    Healthy; functional food; online purchasing; customer intention; agri-food.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • I12 - Health, Education, and Welfare - - Health - - - Health Behavior
    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness

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