Online Purchase Intention of Fruits: Antecedents in an Integrated Model Based on Technology Acceptance Model and Perceived Risk Theory

Abstract

Over recent years, online purchase platforms of fruits are increasingly emerged to advance the e-commerce development and improve quality of human life. Unfortunately, we empirically observed that a lot of enterprises selling fruits online have suffered from bankruptcy due to a lot of complicated factors, such as inefficient logistics, low acceptance of online platforms, and financial risks. One of the root causes responsible for such an unanticipated phenomenon is related to the purchase intention, which motivates us to investigate what are the dominant factors affecting the online purchase intention of fruits. The results can be of great significance to the development of fruit e-commerce enterprises in online marketing. Based on the technology acceptance model (TAM) and perceived risk theory (PRT), this research developed an integrated theoretical model to explore the influential factors underlying consumers' intention to purchase fruits online. A web-based survey of 344 consumers with ages below 30 was used to test the hypotheses in our theoretical model. Through sample collection with questionnaires, a structural equation model is developed to compute the coupling relationship between influential factors and purchase intention. The results reveal that fruit quality and price are dominantly affecting the willingness of consumers to purchase fruit. Surprisingly, we found that e-commerce platforms, information quality, and perceived risk are less significant. Finally, some specific suggestions are recommended for fruit e-commerce enterprises in devising effective marketing strategies.

Exploring the Differential Effects of Online Reviews on Film's Box-Office Success: Source Identity and Brand Equity From an Integrated Perspective

“…OCRs (online customer reviews) can deliver signals to consumers coping with uncertainty (Lau et al, 2011;Wei et al, 2018). However, the OCR-provided signals derive from consumers' perceptions toward credibility and are independent of marketers' interests; thus, it is key to compare these with the effect of brand equity.…”

Brand Image, Product Knowledge, Dan Electronic Word of Mouth Berpengaruh Terhadap Purchase Intention

“…Purchase Intention dalam penelitian ini sebagai perilaku yang timbul sebagai respon terhadap suatu objek yang menunjukan keinginan pelanggan untuk melakukan pembelian (Wei et al, 2018). Adapun Indikator purchase intention adalah sebegai berikut: Tertarik untuk mencari informasi tentang produk, Mempertimbangkan untuk membeli, Tertarik untuk mencoba produk, Ingin memiliki produk.…”

Consumer Purchase Intention toward Crowdfunding Products/Services: A Cost–Benefit Perspective

“…From a customer's perspective, a price concession brings economic benefits to him/her, thereby stimulating his/her positive emotions and increasing the willingness to buy [39][40][41]. Wei et al [42] found that price concession has a positive impact on consumer purchase intention in fruit-related e-commerce. In line with their definition [42], we define price concession in the context of crowdfunding products/services as the extent to which buying crowdfunding products/services can save customers money compared with buying counterparts or substitutes in other channels, including offline channels such brick-and-mortar stores and non-crowdfunding online channels such as traditional e-commerce websites.…”

“…Wei et al [42] found that price concession has a positive impact on consumer purchase intention in fruit-related e-commerce. In line with their definition [42], we define price concession in the context of crowdfunding products/services as the extent to which buying crowdfunding products/services can save customers money compared with buying counterparts or substitutes in other channels, including offline channels such brick-and-mortar stores and non-crowdfunding online channels such as traditional e-commerce websites. An empirical study on a crowdfunding website revealed that a project's clear discount information is positively related to the total amount of funds finally collected [43].…”

“…In this study, most measurement items were developed based on existing scales validated in previous studies. Items measuring price concession were adapted from those in the study of online fruit purchasing [42]. We developed items of perceived innovation based on a previous scale, which was also operationalized in the context of crowdfunding [15].…”