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2021-11-08Subject
300 Social sciences ChinaVerbraucherverhaltenCOVID-19Electronic CommerceKaufmotivationLebensmittelZertifizierungMetadata
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Aufsatz
Exploring Chinese Consumers’ Online Purchase Intentions toward Certified Food Products during the COVID-19 Pandemic
Abstract
The outbreak of COVID-19 has significantly increased consumers’ demands for online groceries, as well as healthy, safe, and better-quality food products. In China, certified food products are commonly perceived as safe and good-quality products. Therefore, this study investigated potential factors that influenced Chinese consumers’ online shopping intentions toward certified food during the COVID-19 crisis. An integrated model was proposed by combining the technology acceptance model (TAM) and the theory of planned behaviour (TPB) with the impact of COVID-19 (IOC). The empirical results of structural equation modelling analysis with 491 usable responses revealed that the proposed model showed a good model fit and satisfactory explanatory power (R2 = 53%) regarding consumers’ certified online food shopping intentions during the pandemic. The path analysis demonstrated that attitude, perceived behavioural control, perceived usefulness (PU), and IOC significantly affected consumers’ online purchase intentions of certified food. PU and perceived ease of use (PEOU) were important drivers of attitudes, and PEOU significantly influenced PU. Moreover, the IOC was significantly related to most factors, except subjective norms. These findings can be useful for detecting changes in consumer behaviour, and providing suitable strategic implications for stakeholders in the Chinese certified food sector during the current and post-pandemic eras.
Citation
In: Foods Volume 10 / Issue 11 (2021-11-08) eissn:2304-8158Sponsorship
Gefördert durch den Publikationsfonds der Universität KasselCitation
@article{doi:10.17170/kobra-202201045357,
author={Qi, Xin and Tian, Xu and Ploeger, Angelika},
title={Exploring Chinese Consumers’ Online Purchase Intentions toward Certified Food Products during the COVID-19 Pandemic},
journal={Foods},
year={2021}
}
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2022-01-05T13:05:15Z 2022-01-05T13:05:15Z 2021-11-08 doi:10.17170/kobra-202201045357 http://hdl.handle.net/123456789/13487 Gefördert durch den Publikationsfonds der Universität Kassel eng Namensnennung 4.0 International http://creativecommons.org/licenses/by/4.0/ certified food online purchase intention TPB TAM COVID-19 Chinese consumer 300 Exploring Chinese Consumers’ Online Purchase Intentions toward Certified Food Products during the COVID-19 Pandemic Aufsatz The outbreak of COVID-19 has significantly increased consumers’ demands for online groceries, as well as healthy, safe, and better-quality food products. In China, certified food products are commonly perceived as safe and good-quality products. Therefore, this study investigated potential factors that influenced Chinese consumers’ online shopping intentions toward certified food during the COVID-19 crisis. An integrated model was proposed by combining the technology acceptance model (TAM) and the theory of planned behaviour (TPB) with the impact of COVID-19 (IOC). The empirical results of structural equation modelling analysis with 491 usable responses revealed that the proposed model showed a good model fit and satisfactory explanatory power (R2 = 53%) regarding consumers’ certified online food shopping intentions during the pandemic. The path analysis demonstrated that attitude, perceived behavioural control, perceived usefulness (PU), and IOC significantly affected consumers’ online purchase intentions of certified food. PU and perceived ease of use (PEOU) were important drivers of attitudes, and PEOU significantly influenced PU. Moreover, the IOC was significantly related to most factors, except subjective norms. These findings can be useful for detecting changes in consumer behaviour, and providing suitable strategic implications for stakeholders in the Chinese certified food sector during the current and post-pandemic eras. open access Qi, Xin Tian, Xu Ploeger, Angelika doi:10.3390/foods10112729 China Verbraucherverhalten COVID-19 Electronic Commerce Kaufmotivation Lebensmittel Zertifizierung publishedVersion eissn:2304-8158 Issue 11 Foods Volume 10 false 2729
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