Nghiên cứu các yếu tố ảnh hưởng đến ý định tiếp tục mua Thực phẩm tươi sống của Gen Z trên sàn thương mại điện tử trong thời điểm bình thường mới
DOI:
https://doi.org/10.24311/jabes/2022.33.10.08Keywords:
Fresh foods, Online shopping, New routine, UTAUT2, Intention to keep buying, Post-pandemic habitsAbstract
The widespread COVID-19 epidemic has led to online shopping on e-commerce platforms becoming superior because people are restricted from traveling during social distancing. As a result, consumers' demand for food and goods has increased sharply. However, in the current "New Normal," will they still choose to buy online or return to the traditional forms of before? This study explores the factors affecting the intention to continue buying fresh food on the e-commerce platform of genZ. The study used both qualitative and quantitative methods. Two hundred eighty-nine valid samples were collected online, and SPSS software was used to analyze the research model. The results show that variables such as habit, product quality, and product price affect the intention to buy fresh food on e-commerce platforms. This result helps administrators find solutions to attract customers to continue buying food on e-commerce platforms in the new normal.
References
Aarts, H., Verplanken, B., & van Knippenberg, A. (1998). Predicting behavior from actions in the past: Repeated decision making or a matter of habit? Journal of Applied Social Psychology, 28(15), 1355–1374.
Abdullah, & Khan, M. N. (2021). Determining mobile payment adoption: A systematic literature search and bibliometric analysis. Cogent Business & Management, 8(1), 1893245.
Al-Debei, M. M., Akroush, M. N., & Ashouri, M. I. (2015). Consumer attitudes towards online shopping: The effects of trust, perceived benefits, and perceived web quality. Internet Research, 25(5), 707–733.
Al-Saedi, K., Al-Emran, M., Ramayah, T., & Abusham, E. (2020). Developing a general extended UTAUT model for M-payment adoption. Technology in Society, 62, 101293. doi: 10.1016/j.techsoc.2020.101293
Almousa, M. (2014). The influence of risk perception in online purchasing behavior: Examination of an early-stage online market. International Review of Management and Business Research, 3(2), 779–787.
Ariffin, S. K., Mohan, T., & Goh, Y.-N. (2018). Influence of consumers’ perceived risk on consumers’ online purchase intention. Journal of Research in Interactive Marketing, 12(3), 309–327.
Bosman, D. J., Boshoff, C., & Van Rooyen, G.-J. (2013). The review credibility of electronic word-of-mouth communication on e-commerce platforms. Management Dynamics: Journal of the Southern African Institute for Management Scientists, 22(3), 29–44.
Bộ Công thương Việt Nam. (2021). Các sàn thương mại điện tử ghi nhận lượng đơn hàng tăng đột biến trong những ngày giãn cách xã hội. Truy cập ngày 21/7/2021, từ https://moit.gov.vn/tin-tuc/hoat-dong/cac-san-thuong-mai-dien-tu-ghi-nhan-luong-don-hang-tang-dot-.html
Cang, Y.-M., & Wang, D.-C. (2021). A comparative study on the online shopping willingness of fresh agricultural products between experienced consumers and potential consumers. Sustainable Computing: Informatics and Systems, 30, 100493.
Chaturvedi, P., Kulshreshtha, K., & Tripathi, V. (2020). Investigating the determinants of behavioral intentions of generation Z for recycled clothing: An evidence from a developing economy. Young Consumers, 21(4), 403–417.
Chellappa, R. K., & Sin, R. G. (2005). Personalization versus privacy: An empirical examination of the online consumer’s dilemma. Information Technology and Management, 6(2), 181–202.
Chen, L., Rashidin, M. S., Song, F., Wang, Y., Javed, S., & Wang, J. (2021). Determinants of consumer’s purchase intention on fresh e-commerce platform: Perspective of UTAUT model. SAGE Open, 11(2), doi: 10.1177/21582440211027875
DeFosset, A. R., Gase, L. N., Webber, E., & Kuo, T. (2017). Early impacts of a healthy food distribution program on the availability and price of fresh fruits and vegetables in small retail venues in Los Angeles. Journal of Community Health, 42(5), 878–886.
Elwalda, A., Lü, K., & Ali, M. (2016). Perceived derived attributes of online customer reviews. Computers in Human Behavior, 56, 306–319.
Gao, Z., Kim, H. H., & Sim, J. (2020). Research on influencing factors of consumer behavior of fresh agricultural products E-commence in China. Journal of Digital Convergence, 18(6), 167–175. doi: 10.14400/JDC.2020.18.6.167
Grunert, K. G. (2005). Food quality and safety: Consumer perception and demand. European Review of Agricultural Economics, 32(3), 369–391.
Hair, Jr. J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review, 26(2), 106–121. doi: 10.1108/EBR-10-2013-0128
Halik, A., & Nugroho, M. (2022). The role of consumer pleasure moderating the effect of content marketing and price discount on online shopping decision and loyalty of generation Z. Media Ekonomi dan Manajemen, 37(1), 35–54.
Hassen, T. B., El Bilali, H., Allahyari, M. S., Berjan, S., & Fotina, O. (2021). Food purchase and eating behavior during the COVID-19 pandemic: A cross-sectional survey of Russian adults. Appetite, 165, 105309.
Herrero, Á., & Martín, H. S., De los Salmones, M. M. (2017). Explaining the adoption of social networks sites for sharing user-generated content: A revision of the UTAUT2. Computers in Human Behavior, 71, 209–217.
Hoàng Thị Phương Thảo, & Lâm Quí Long. (2021). Các yếu tố ảnh hưởng đến sự tin tưởng và ý định tiếp tục sử dụng dịch vụ giao thực phẩm trên ứng dụng di động của người tiêu dùng. Tạp chí Khoa Học Đại học Mở Thành phố Hồ Chí Minh – Kinh tế và Quản trị Kinh doanh, 16(2), 99–116.
Hội Liên Hiệp Phụ Nữ Tỉnh Phú Thọ. (2021). Thích ứng với “trạng thái bình thường mới” trong phòng, chống dịch COVID-19. Truy cập ngày 04/10/2021, từ https://phunu.phutho.gov.vn/tin-tuc/thich-ung-voi-%E2%80%9Ctrang-thai-binh-thuong-moi%E2%80%9D-trong-phong-chong-dich-covid-19
Iranmanesh, M., Ghobakhloo, M., Nilashi, M., Tseng, M.-L., Senali, M. G., & Abbasi, G. A. (2022). Impacts of the COVID-19 pandemic on household food waste behaviour: A systematic review. Appetite, 176, 106127. doi: 10.1016/j.appet.2022.106127
Jahanshahi, A. A., Gashti, M. A. H., Mirdamadi, S. A., Nawaser, K., & Khaksar, S. M. S. (2011). Study the effects of customer service and product quality on customer satisfaction and loyalty. International Journal of Humanities and Social Science, 1(7), 253–260.
Khalilzadeh, J., Ozturk, A. B., & Bilgihan, A. (2017). Security-related factors in extended UTAUT model for NFC based mobile payment in the restaurant industry. Computers in Human Behavior, 70, 460–474.
Klaus, P., & Nguyen, B. (2013). Exploring the role of the online customer experience in firms' multi-channel strategy: An empirical analysis of the retail banking services sector. Journal of Strategic Marketing, 21(5), 429–442.
Koch, J., Frommeyer, B., & Schewe, G. (2020). Online shopping motives during the COVID-19 pandemic—Lessons from the crisis. Sustainability, 12(24), 10247.
Luo, H., Cheng, S., Zhou, W., Song, W., Yu, S., & Lin, X. (2021). Research on the impact of online promotions on consumers’ impulsive online shopping intentions. Journal of Theoretical and Applied Electronic Commerce Research, 16(6), 2386–2404.
Marinković, V., Đorđević, A., & Kalinić, Z. (2020). The moderating effects of gender on customer satisfaction and continuance intention in mobile commerce: A UTAUT-based perspective. Technology Analysis & Strategic Management, 32(3), 306–318.
Nguyễn Thị Thùy Vân, & Nguyễn Duy Thanh. (2016). Nhận thức rủi ro trong sự chấp nhận thanh toán qua mạng xã hội. Tạp chí Phát triển kinh tế, 27(12), 66–81.
Nisar, T. M., & Prabhakar, G. (2017). What factors determine e-satisfaction and consumer spending in e-commerce retailing?. Journal of Retailing and Consumer Services, 39, 135–144.
Pratap, S., Jauhar, S. K., Daultani, Y., & Paul, S. K. (2022). Benchmarking sustainable E‐commerce enterprises based on evolving customer expectations amidst COVID‐19 pandemic. Business Strategy and the Environment. doi: 10.1002/bse.3172
Rydell, L., & Kucera, J. (2021). Cognitive attitudes, behavioral choices, and purchasing habits during the COVID-19 pandemic. Journal of Self-Governance & Management Economics, 9(4), 35–47.
Singh, N., & Sinha, N. (2020). How perceived trust mediates merchant's intention to use a mobile wallet technology. Journal of Retailing and Consumer Services, 52, 101894.
Søilen, K. S., & Hasslinger, A. (2012). Factors shaping vendor differentiation in the Business Intelligence software industry. Journal of Intelligence Studies in Business, 2(3).
Van Droogenbroeck, E., & Van Hove, L. (2021). Adoption and usage of e-grocery shopping: A context-specific UTAUT2 model. Sustainability, 13(8), 4144.
Venkatesh, V., Thong, J. Y. L., & Xu, X. (2012). Consumer acceptance and use of information technology: Extending the unified theory of acceptance and use of technology. MIS Quarterly, 36(1), 157–178.
Yang, L., Xu, M., & Xing, L. (2022). Exploring the core factors of online purchase decisions by building an e-commerce network evolution model. Journal of Retailing and Consumer Services, 64, 102784.
Yu, N., & Huang, Y.-T. (2022). Why do people play games on mobile commerce platforms? An empirical study on the influence of gamification on purchase intention. Computers in Human Behavior, 126, 106991.
Zhang, B., Fu, Z., Huang, J., Wang, J., Xu, S., & Zhang, L. (2018). Consumers' perceptions, purchase intention, and willingness to pay a premium price for safe vegetables: A case study of Beijing, China. Journal of Cleaner Production, 197(1), 1498–1507.
Zhao, X., Deng, S., & Zhou, Y. (2017). The impact of reference effects on online purchase intention of agricultural products: The moderating role of consumers’ food safety consciousness. Internet Research, 27(2), 233–255.
Zwanka, R. J., & Buff, C. (2021). COVID-19 generation: A conceptual framework of the consumer behavioral shifts to be caused by the COVID-19 pandemic. Journal of International Consumer Marketing, 33(1), 58–67.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 JOURNAL OF ASIAN BUSINESS AND ECONOMIC STUDIES
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
