Abstract
Purpose - The current study is was empirically analyze risk factors and changes in food purchase consumption perceived by consumers to which the Risk Information Seeking and Processing (RISP) model is applied. Design, data, and methodology -The online survey was performed, and a total of 310 questionnaires were distributed online. And then 291 questionnaires were used for the analysis. After verifying the reliability, validity and feasibility of the suggested model, the relationship of the research model was analyzed. Result - This study found out that information seeking and systematic processing promoted buying behaviors to use early-morning delivery services. The present study showed statistically significant results for the all paths. Conclusions -The results of this current study provides marketing strategic and practical information that can maximize customer behavior. Also the results of this study suggested practical application in the food field. The related to the risk perception of COVID-19 can be more systematically understood and measured quantitatively by food consumers.
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