Abstract
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.
Highlights
The Internet and mobile technology have significant impacts on consumers and businesses.According to Nielsen [1], there are 4 billion people connected to the internet, and 92.6% of them use mobile devices for internet access
Our study focuses on website trust, which refers to a consumer’s beliefs about the security, integrity, and reliability of a retailer website, which is important for online food purchasing
It is important to note that website trust received the lowest mean score (Mean = 2.906, which is below the midpoint of 3.0)
Summary
The Internet and mobile technology have significant impacts on consumers and businesses. According to Nielsen [1], there are 4 billion people connected to the internet, and 92.6% of them use mobile devices for internet access. Online shopping is a dramatically developing business, since internet technology and applications provide customers with more accessible, more convenient, and cheaper methods to find more varied kinds of products than traditional shopping [3,4]. Foods 2019, 8, 576 the growth and associated advantages of online shopping, purchasing food online is climbing at an unprecedented rate [2,5], and generation X, Millennials, and generation Z are the most avid online food buyers [6]. Vietnam is recognized as one of the nations with the fastest rates of internet penetration
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