Exploring Chinese Consumers’ Online Purchase Intentions toward Certified Food Products during the COVID-19 Pandemic

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 t...

Descripción completa

Guardado en:

Detalles Bibliográficos
Autores principales:	Xin Qi, Xu Tian, Angelika Ploeger
Formato:	article
Lenguaje:	EN
Publicado:	MDPI AG 2021
Materias:	certified food online purchase intention TPB TAM COVID-19 Chinese consumer Chemical technology TP1-1185
Acceso en línea:	https://doaj.org/article/0a08132338614bd898b763a3a7bc081b
Etiquetas:	Agregar Etiqueta Sin Etiquetas, Sea el primero en etiquetar este registro!

id	oai:doaj.org-article:0a08132338614bd898b763a3a7bc081b
record_format	dspace
spelling	oai:doaj.org-article:0a08132338614bd898b763a3a7bc081b2021-11-25T17:34:54ZExploring Chinese Consumers’ Online Purchase Intentions toward Certified Food Products during the COVID-19 Pandemic10.3390/foods101127292304-8158https://doaj.org/article/0a08132338614bd898b763a3a7bc081b2021-11-01T00:00:00Zhttps://www.mdpi.com/2304-8158/10/11/2729https://doaj.org/toc/2304-8158The 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 (R<sup>2</sup> = 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.Xin QiXu TianAngelika PloegerMDPI AGarticlecertified foodonline purchase intentionTPBTAMCOVID-19Chinese consumerChemical technologyTP1-1185ENFoods, Vol 10, Iss 2729, p 2729 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	certified food online purchase intention TPB TAM COVID-19 Chinese consumer Chemical technology TP1-1185
spellingShingle	certified food online purchase intention TPB TAM COVID-19 Chinese consumer Chemical technology TP1-1185 Xin Qi Xu Tian Angelika Ploeger Exploring Chinese Consumers’ Online Purchase Intentions toward Certified Food Products during the COVID-19 Pandemic
description	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 (R<sup>2</sup> = 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.
format	article
author	Xin Qi Xu Tian Angelika Ploeger
author_facet	Xin Qi Xu Tian Angelika Ploeger
author_sort	Xin Qi
title	Exploring Chinese Consumers’ Online Purchase Intentions toward Certified Food Products during the COVID-19 Pandemic
title_short	Exploring Chinese Consumers’ Online Purchase Intentions toward Certified Food Products during the COVID-19 Pandemic
title_full	Exploring Chinese Consumers’ Online Purchase Intentions toward Certified Food Products during the COVID-19 Pandemic
title_fullStr	Exploring Chinese Consumers’ Online Purchase Intentions toward Certified Food Products during the COVID-19 Pandemic
title_full_unstemmed	Exploring Chinese Consumers’ Online Purchase Intentions toward Certified Food Products during the COVID-19 Pandemic
title_sort	exploring chinese consumers’ online purchase intentions toward certified food products during the covid-19 pandemic
publisher	MDPI AG
publishDate	2021
url	https://doaj.org/article/0a08132338614bd898b763a3a7bc081b
work_keys_str_mv	AT xinqi exploringchineseconsumersonlinepurchaseintentionstowardcertifiedfoodproductsduringthecovid19pandemic AT xutian exploringchineseconsumersonlinepurchaseintentionstowardcertifiedfoodproductsduringthecovid19pandemic AT angelikaploeger exploringchineseconsumersonlinepurchaseintentionstowardcertifiedfoodproductsduringthecovid19pandemic
_version_	1718412147733561344

Exploring Chinese Consumers’ Online Purchase Intentions toward Certified Food Products during the COVID-19 Pandemic

Ejemplares similares