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Investigating Consumer Attitude and Intention towards Online Food Purchasing in an Emerging Economy: An Extended TAM Approach

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Department of External Affairs and Communications, Thuongmai University, Hanoi 100000, Vietnam
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Department of Entrepreneurship, Innovation and Marketing, La Trobe Business School, La Trobe University, Bundoora, VIC 3086, Australia
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Business Sustainability Research Group; Thuongmai University, Hanoi 100000, Vietnam
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Faculty of Business Administration, Thuongmai University, Hanoi 100000, Vietnam
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Faculty of Marketing, Thuongmai University, Hanoi 100000, Vietnam
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Department of International Trade, Chungnam National University, Daejeon 34134, Korea
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Authors to whom correspondence should be addressed.
Foods 2019, 8(11), 576; https://doi.org/10.3390/foods8110576
Received: 20 October 2019 / Revised: 6 November 2019 / Accepted: 12 November 2019 / Published: 15 November 2019
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. View Full-Text
Keywords: online food shopping; technology acceptance model; website; trust; attitude; purchase intention; emerging economy; Vietnam online food shopping; technology acceptance model; website; trust; attitude; purchase intention; emerging economy; Vietnam
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Nguyen, T.T.H.; Nguyen, N.; Nguyen, T.B.L.; Phan, T.T.H.; Bui, L.P.; Moon, H.C. Investigating Consumer Attitude and Intention towards Online Food Purchasing in an Emerging Economy: An Extended TAM Approach. Foods 2019, 8, 576.

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