English (United Kingdom)

https://curated-unify.zendy.io/wp-json/zendy-region/v1/featured_content/oa?rat=en

https://curated-unify.zendy.io/wp-json/zendy-region/v1/highlighted_journal/

Global: Zendy Tools annual

Presents the keyphrase highlighting as premium feature

Keyphrase Highlighting

Presents the summarisation as premium feature

Summarisation

Insights

Presents the pdf analysis as premium feature

PDF Analysis

Presents the zaia usage as premium feature

ZAIA

Global: Zendy Tools monthly

Global: Zendy Plus monthly

Presents the access of premium content as premium feature

Premium Content

Global: Zendy Plus annual

Global: Zendy Free Plan

Despite the booming market of fresh food, the fresh e-commerce platform holds only a limited market share, owing to the lack of habitual usage of these platforms. This article explores the determinants of purchase intention when using a fresh e-commerce platform. The integrated technology acceptance model (Unified Theory of Acceptance and Use of Technology [UTAUT]) is employed as the framework. A questionnaire survey was conducted and is analyzed using the structural equation model. We find that both performance expectancy and social influence have a significantly positive effect on consumers’ purchase intention using fresh e-commerce platforms, while perceived risk has a significantly negative effect. Perceived trust plays a mediating role between performance expectancy and purchase intention, social influence and purchase intention, as well as perceived risk and purchase intention. In addition, food safety awareness is a moderator between perceived trust and purchase intention.

Determinants of Consumer’s Purchase Intention on Fresh E-Commerce Platform: Perspective of UTAUT Model