Factors affecting the intention to buy agricultural products online of people in Ho Chi Minh City

Abstract

This study was conducted to explore the factors which affect the intention to buy agricultural products online of people in Ho Chi Minh City. A 324 valid sample was used in this study to find the relationship between 7 factors: Product knowledge, perceived risk, perceived benefit, perceived ease of use, perceived logistics service quality, positive online comments and perceived usefulness. A reliability and validity test was conducted, then the results showed that all 7 factors with 25 observed variables were accepted. For the linear regression test, there were 4 factors affecting the intention to buy agricultural products online of people in Ho Chi Minh City consisting of: Perceived benefit, perceived ease of use, perceived logistics service quality and positive online comments and all four factors have a positive impact on purchase intention. The findings of this study have provided a fresh perspective, assisting managers in their efforts to promote agricultural products