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

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  • Lingming Chen
  • Md. Salamun Rashidin
  • Fei Song
  • Yi Wang
  • Sara Javed
  • Jian Wang

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.

Suggested Citation

  • Lingming Chen & Md. Salamun Rashidin & Fei Song & Yi Wang & Sara Javed & Jian Wang, 2021. "Determinants of Consumer’s Purchase Intention on Fresh E-Commerce Platform: Perspective of UTAUT Model," SAGE Open, , vol. 11(2), pages 21582440211, June.
    • Handle: RePEc:sae:sagope:v:11:y:2021:i:2:p:21582440211027875
    DOI: 10.1177/21582440211027875
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    2. Nattakorn Pinyanitikorn & Walailak Atthirawong & Wirachchaya Chanpuypetch, 2024. "Examining the Intention to Adopt an Online Platform for Freight Forwarding Services in Thailand: A Modified Unified Theory for Acceptance and Use of Technology (UTAUT) Model Approach," Logistics, MDPI, vol. 8(3), pages 1-24, July.
    3. Chong Li & Yingqi Li, 2023. "Factors Influencing Public Risk Perception of Emerging Technologies: A Meta-Analysis," Sustainability, MDPI, vol. 15(5), pages 1-37, February.
    4. Zhijie Song & Chang Liu & Rui Shi, 2022. "How Do Fresh Live Broadcast Impact Consumers’ Purchase Intention? Based on the SOR Theory," Sustainability, MDPI, vol. 14(21), pages 1-16, November.
    5. Fahad Ali Algamash & Munir Shehu Mashi & Mohammad Nurul Alam, 2022. "Understanding the Antecedents of Use of E-Commerce and Consumers’ E-Loyalty in Saudi Arabia Amid the COVID-19 Pandemic," Sustainability, MDPI, vol. 14(22), pages 1-19, November.
    6. Mengyao Zhang & Hasliza Hassan & Melissa Wendy Migin, 2023. "Exploring the Consumers’ Purchase Intention on Online Community Group Buying Platform during Pandemic," Sustainability, MDPI, vol. 15(3), pages 1-13, January.
    7. Arman Poureisa & Yuhanis Abdul Aziz & Siew-Imm Ng, 2024. "Swipe to Sustain: Exploring Consumer Behaviors in Organic Food Purchasing via Instagram Social Commerce," Sustainability, MDPI, vol. 16(6), pages 1-23, March.
    8. Normalini Md Kassim & Wan Normila Mohamad & Nor Hazlina Hashim, 2022. "The Effect of the COVID-19 Pandemic on the Mobile Messaging Application Among Millennials in Public Universities in Malaysia," International Journal of Enterprise Information Systems (IJEIS), IGI Global, vol. 18(1), pages 1-21, January.
    9. Ji-Hye Kim & Eungoo Kang, 2023. "An Empirical Research: Incorporation of User Innovativeness into TAM and UTAUT in Adopting a Golf App," Sustainability, MDPI, vol. 15(10), pages 1-22, May.
    10. Lina Ma & Wanying Zhao & Longzhu Dong & Yushen Du, 2023. "Platforms Competition: An Ecosystem-View Analysis Based on Evolutionary Game Theory," SAGE Open, , vol. 13(4), pages 21582440231, December.

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