FACTORS AFFECTING ONLINE BUYING DECISIONS FOR FRESH FOOD IN DA NANG

Abstract

Buying and selling via internet is becoming a trend in fresh food consumption. Base on a theoretical of consumer behavior model and related researches, the authors have built a model to analyze the factors that influence online buying decisions of consumer. The study was conducted by direct interviews through detailed questionnaires, the collected data will be encrypted, entered, cleaned and processed by SPSS 22 software. Survey results from 301 comsumers in Danang shows that there are 7 main influencing factors: (1) Perception of usefulness, (2) Perception of ease of use, (3) Subjective norm, (4) Percived Behavior Control, (5) Perception of risk, (6) Website quality, (7) Food origin. In which, the Perception of risk factor is measured through two factors: Perception of risk related to products and Perception of risk related to transactions; Website Quality factor is measured by 4 factors: Design, Reliability, Security and Customer Service.