Understanding Consumers' Purchasing Intention of Fresh Food through Social Media

ABSTRACT

Many things have gone online with the modern technology. Similarly, business activities nowadays tend to be conducted online rather than in person. In this day and age, purchasing fresh food such as raw meat via social media is no longer impossible. Furthermore, the Covid-19 Pandemic has served as a catalyst for the growth of online commerce. The objective of this research is to investigate the factors of influencing the consumers' purchase intention of fresh food through social media. In addition, this research consists of five independent variables which are attitude, perceived behavioural control, perceived consumer effectiveness, product knowledge, and subjective norm. A set of self-administered questionnaires has been distributed to 215 targeted respondents. The collected data were keyed into SPSS and further analysed by using Partial Least Square Structural Equation Modelling (PLS-SEM 4). Our result revealed that product knowledge and subjective norm have significant relationship towards consumers' purchase intention of fresh food via social media. This research will benefit consumers who have intentions to purchase raw ingredients via online platform especially through social media platform. Furthermore, fresh food sellers also can benefit with this research by understanding the concerns and needs of their potential customers. © 2022 IEEE.