Nguyen Thi Thu Ha, Nguyen Ninh, Nguyen Thi Bich Loan, Phan Thi Thu Hoai, Bui Lan Phuong, Moon Hee Cheol
Department of External Affairs and Communications, Thuongmai University, Hanoi 100000, Vietnam.
Department of Entrepreneurship, Innovation and Marketing, La Trobe Business School, La Trobe University, Bundoora, VIC 3086, Australia.
Foods. 2019 Nov 15;8(11):576. doi: 10.3390/foods8110576.
Along with the development of the Internet and technology, food retailers have increasingly adopted online channels that enable consumers to buy food products online. This research aims to investigate the factors that influence consumer attitude and intention towards online food purchasing. A research framework was developed by combining the technology acceptance model with website trust, which is an important facilitator of online shopping. Using an online survey, data were obtained from 319 online food shoppers in an Asian emerging economy, i.e., Vietnam. Results from structural equation modeling show that perceived usefulness, perceived ease of use, and website trust are important drivers of attitude towards online food purchasing. Among these drivers, perceived ease of use has the greatest impact on attitude. Additionally, attitude and website trust exert a direct and positive effect on intention towards online food purchasing. Taken together, these findings have important managerial implications for key stakeholders, such as online food retailers, associations, and policy makers. One key implication is that online food sellers must endeavor to make their websites simple to use, easy to navigate, reliable, and secure. Several potential caveats for future research studies are also presented in this paper.
随着互联网和技术的发展，食品零售商越来越多地采用在线渠道，使消费者能够在线购买食品。本研究旨在调查影响消费者对在线食品购买的态度和意愿的因素。通过将技术接受模型与网站信任相结合，构建了一个研究框架，网站信任是在线购物的一个重要促进因素。通过在线调查，从亚洲新兴经济体越南的319名在线食品购物者那里获取了数据。结构方程模型的结果表明，感知有用性、感知易用性和网站信任是对在线食品购买态度的重要驱动因素。在这些驱动因素中，感知易用性对态度的影响最大。此外，态度和网站信任对在线食品购买意愿产生直接和积极的影响。总之，这些发现对在线食品零售商、协会和政策制定者等关键利益相关者具有重要的管理意义。一个关键的启示是，在线食品卖家必须努力使他们的网站易于使用、便于浏览、可靠且安全。本文还提出了未来研究的几个潜在注意事项。
