지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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Purpose: Purchasing food via online shopping channels is booming during Covid-19 Pandemic in Vietnam. However, the perceived risks of food bought via online shopping channels may discourage consumers. Hence, this study assesses the effects of perceived risks on food purchase intention via online shopping channels in Vietnam. Research design, data and methodology: This study applied the multiple regression analysis with 253 samples collected from consumers who frequently purchase food via online shopping channels in Vietnam. The questionnaire is provided to respondents via Google Form. The sample collection method is convenience sampling. Three hundred samples were collected, but 253 samples are used after filtering the responses with missing data. The Exploratory Factor Analysis (EFA) and regression analysis are used for data analysis on SPSS software version 20. Results: The results show that product risk, security risk, time risk, and fraud risk of the seller negatively affect the intention to buy food via online shopping channels in Vietnam. Conclusions: The study provides several implications and recommendations for food companies and online food sellers.
Reducing customers' perceived risks online food makes customers more willing to buy food online during Covid-19 Pandemic.
Limitations and suggestions for further research are also discussed.
목차
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참고문헌 (51)
참고문헌 신청
Ajzen, I. / 1991 / The theory of planned behavior / Organizational behavior and human decision processes 50(2):179~211
AlGhamdi, R. / 2011 / Issues influencing Saudi customers’ decisions to purchase from online retailers in the KSA : a qualitative analysis / European Journal of Scientific Research 55(4):580~593
Almousa, M. / 2011 / Perceived risk in apparel online shopping : a multi dimensional perspective / Canadian Social Science 7(2):23~31
Beck, L. / 1991 / Predicting dishonest actions using the theory of planned behavior / Journal of research in personality 25(3):285~301
Bui, M. / 2013 / E-tail emotion regulation : examining online hedonic product purchases / International Journal of Retail & Distribution Management 41(2):155~170
AlGhamdi, R. / 2011 / Issues influencing Saudi customers’ decisions to purchase from online retailers in the KSA : a qualitative analysis / European Journal of Scientific Research 55(4):580~593
Almousa, M. / 2011 / Perceived risk in apparel online shopping : a multi dimensional perspective / Canadian Social Science 7(2):23~31
Beck, L. / 1991 / Predicting dishonest actions using the theory of planned behavior / Journal of research in personality 25(3):285~301
Bui, M. / 2013 / E-tail emotion regulation : examining online hedonic product purchases / International Journal of Retail & Distribution Management 41(2):155~170
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