Determinants of Intention to Purchase Bottled Water Based on Business Online Strategy in China: The Role of Perceived Risk in the Theory of Planned Behavior

Abstract

With the development of the network economy, especially the promotion and popularization of mobile networks, traditional offline businesses are further integrated with online businesses, promoting the development of business online strategies. However, with the growth of enterprises’ business, their negative externalities on the environment have gradually become prominent, further affecting sustainable consumption. The relationships between businesses, the environment, and consumption have become the focus of attention. China’s fast-growing bottled water companies face similar challenges. The pollution that occurs due to bottled water packaging poses great threats to consumers. Hence, this study extended the Theory of Planned Behavior (TPB) by integrating three risk aspects, namely, water pollution risk perception (WPRP), non-degradable package pollution risk perception (NPPRP), and false information risk perception (FIRP), to examine the consumers’ perceptions toward these risk aspects before purchasing bottled water online. This study employed a cross-sectional approach to collect data from online consumers via a survey method. A total of 401 valid samples were collected and then analyzed via a structural equation model using the AMOS statistical package. The results showed that attitude (AT), subjective norm (SN), and perceived behavior control (PBC) toward online bottled water purchase had significant and positive effects on the consumers’ purchase intentions (PIs). However, under the influence of risk perception, the consumers’ attitudes, SNs and PBC became suppressed by WPRP, and SN became suppressed due to the impact of FIRP. Furthermore, the negative impacts of NPPRP and FIRP on PI were partially mediated by AT, SN and PBC. Meanwhile, WPRP imposed the most significant direct effect on PI. The study results will help businesses to develop better online strategies to reduce the risk perception of bottled water and provide theoretical value and practical guidance for realizing sustainable consumption.

The impact of perceived risk of online takeout packaging and the moderating role of educational level

“…The current study sustains the argument of early researchers who proposed the significance of subject norms in informing consumers’ intention (Mucinhato et al, 2022 ; German et al, 2022 ), confirming the impact of subject norms on consumers’ online takeout purchase behavior. Finally, the development of network technology and the competition between network platforms are making online ordering platforms more and more personalized, entertaining, and easier for consumers to operate, reducing the cost of online ordering while increasing the residual value of consumers (Guo et al, 2021a , 2021b ; Koch et al, 2022 ). Hence, the PBC of consumers is constantly improved, encouraging the purchase of takeout.…”

“…Similarly, Tyrväinen and Karjaluoto ( 2022 ) deployed a meta-analysis technique studying 20,538 respondents and then concluded that perceived risks significantly impact consumers’ online grocery purchase intention with attitude as a moderator. Though extant research has shown that perceived convenience, effectiveness, and risks all have significant impacts on consumers’ online purchase intentions, one significant factor that should not be neglected is perceived risk from the outer environment (Afshan and Sharif, 2016 ; Barnes, 2019 ; Guo et al, 2021a , 2021b ). In fact, it is likely that when consumers understand that the packaging of online takeout may be harmful to their health and the environment, their attitude, subjective norms, and PBC pertaining to takeout will significantly reduce as well.…”

“…Undoubtedly, the online takeout industry is developing rapidly, especially in view of the current epidemic that has bolstered people’s preference to order food online to avoid physical contact (Sohu.com, 2020 ; Kumar and Shah, 2021 ; Kumar et al, 2021 ; Guo et al, 2021a , 2021b ), and grocery retailer actively explore the online channel to expand their market share (Dominici et al, 2021 ). In fact, Chinese takeout platforms Meituan and Eleme saw an increase of 7.5% in revenues from 2019 to 2020.…”

The Impact Imposed by Brand Elements of Enterprises on the Purchase Intention of Consumers—With Experience Value Taken as the Intermediary Variable

“…Patak et al ( 2021 ) put forward the concept of consumers' green purchase intention and pointed out that environmental concern, green lifestyle, and product knowledge are the main influencing factors. Similarly, Guo et al ( 2021 ) put forward the concept of sustainable consumption intention. Thus, COVID-19 has profoundly changed the underlying factors of consumer buying behavior (Valaskova et al, 2021 ).…”

Determinantes de la decisión de compra virtual de los consumidores en los países de Perú y Ecuador

“…Por otro lado, el tiempo y el esfuerzo que las personas deben dedicar al aprendizaje del uso de Internet. Por su parte, Kim et al, (2021)innovativeness toward online buying, involvement with the Internet, and frequency of Internet use; Guo et al, (2021); Alia y Naushadb, (2021) y Ofori y Nimo, (2019) en los modelos planteados resaltan la aplicación, el efecto directo y positivo de la exposición y experiencia con el internet en la decisión de compra.…”