Perceived Risk, Trust, and Online Food Purchase Intention Among Malaysians

Uma Thevi Munikrishnan · Kun Huang · Abdullah Al Mamun · Naeem Hayat

27 citations0/0 files storedBusiness Perspectives and Research

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Technology Adoption and User Behaviour Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence

Abstract

The food distribution industry is proliferating significantly and contributing to the economies. The spread of technology enhances the consumption patterns as young and educated consumers are attracted to use the online food purchase systems. This study investigated the perceived risk of consumers and the impact of perceived risks on the purchase intention of the takeaway online ordering model. Google Form was used to obtain the target respondents through various online social media platforms such as WeChat, WhatsApp groups, and Facebook to collect data from Kuala Lumpur and Selangor, Malaysia. A total of 350 valid responses were utilized for partial least square structure equation modeling based data analysis. The study results confirm that financial risk, time risk, and psychological risk can significantly influence the trust in online food sellers. However, time risk, psychological risk, and trust in online sellers can significantly influence the intention to purchase online food. Trust in online significantly mediates the relationship between the associated risk in an online purchase and the intention to purchase online food. The most significant contributor to the intention to purchase food is the trust in online sellers than time risk and psychological risk. Research findings offer practical insights into the process of online food purchases. This study provides practical suggestions, study limitations, and future research opportunities.

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References

2003Common method biases in behavioral research: A critical review of the literature and recommended remedies.2014A new criterion for assessing discriminant validity in variance-based structural equation modeling 2018When to use and how to report the results of PLS-SEM 2009\nThe use of partial least squares path modeling in international marketing 2009How to Write Up and Report PLS Analyses 2017European Journal of Business and Management 2018Influence of consumers’ perceived risk on consumers’ online purchase intention 2015Marketing strategies, perceived risks, and consumer trust in online buying behaviour

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