The Effects of Agricultural E-commerce Web Quality on Consumers’ Perceived Risk and Purchase Intention
Date Issued
2015
Date
2015
Author(s)
Zhou, Ya
Abstract
Based on Mehrabian and Russell’s Technology Acceptance Model, this study focuses on internal source of information (i.e. website quality) as stimuli affecting consumers’ response systems. The purpose of this paper is to test a more comprehensive model consisting of website quality, perceived ease of use, perceived usefulness and perceived risk, as well as purchase intention. Further, this paper explores how web quality (4 facets in web design, privacy/security, customer service and fulfillment) influences perceived risk and how these perceptions relate to online purchase intention. Also, it discusses the relationship between perceived ease of use(PEOU),perceived usefulness(PU) and perceived risk. Findings provide evidence of hypothesized relationships among consumers’ levels of web quality, the perceived risks of online shopping, and online purchasing activity. Implications for online commerce and consumer welfare are discussed. Survey data as well as questionnaires will be obtained and structural equation modeling (SEM) will be employed for data analysis by using SPSS13.0. This study allows for examination of the different effects of various components of retail websites on perceived risk and behavioral intentions. This research will add value to the related literature by filling the void of previous research and also will provide practical implications for online retailers on designing and maintaining positive consumer response.
Subjects
Consumer behavior
TAM model
Website quality
Perceived risk
Purchase intention
agricultural e-commerce
SDGs
Type
thesis
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ntu-104-R02749031-1.pdf
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