APPLICATION OF THE UTAUT2 MODEL AND RISK PERCEPTION: STUDY ON ONLINE FRESH AGRICULTURE SHOPPING BEHAVIOR IN HO CHI MINH CITY, VIETNAM

Abstract

This study focuses on studying the factors that affect the online shopping behavior of consumers of fresh agricultural products in Ho Chi Minh City. Experimental research data was collected by surveying 500 people in the research area. After collection and cleaning, 360 samples remained and were processed with Smart-PLS software version 3.3.3. Data analysis was performed through partial least squares structural equation modeling (PLS-SEM) in two stages i.e., measurement model and structural model. Through analyzing the linear structural model SEM and testing model estimates using Bootstrap, the authors discovered that favorable conditions, habits, and risk perception impact on intention and behavior. We have proposed several reference-worthy solutions based on the research findings to help businesses enhance customers' decisions to purchase fresh agricultural products online.