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Factors affecting consumers’ purchase intention for agriculture products omni-channel

Agricultural retailers face serious challenge of losing consumers due to channel integration, it has become essential to provide an expected consistent and seamless omni-channel shopping experience in an omni-channel environment. Although previous literature has begun to focus on the consumer perspe...

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Autores principales: Liu, Yan, Zheng, Shuyin
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2023
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9842663/
https://www.ncbi.nlm.nih.gov/pubmed/36660286
http://dx.doi.org/10.3389/fpsyg.2022.948982
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author Liu, Yan
Zheng, Shuyin
author_facet Liu, Yan
Zheng, Shuyin
author_sort Liu, Yan
collection PubMed
description Agricultural retailers face serious challenge of losing consumers due to channel integration, it has become essential to provide an expected consistent and seamless omni-channel shopping experience in an omni-channel environment. Although previous literature has begun to focus on the consumer perspective of the omni-channel experience, little attention has been paid to the process of change from a single retail environment to omni-channel. By combining the research frameworks of unified theory of acceptance and use of technology (UTAUT) and the value-based adoption model (VAM), this study aims to identify the drivers of omni-channel consumer purchase intention in agriculture products retail. This article conducts a questionnaire survey on 620 samples in China. The results show that single-channel shopping cost, reference groups, positive online reviews, and single-channel perceived risk have a significant positive impact on the omni-channel purchase intention of agricultural products, and perceived value plays a mediating role. Moreover, contextual factors partially have a negative moderating effect. When consumers purchase agricultural products, the more suitable the online shopping environment is, the weaker the influence of single-channel shopping costs, reference groups and positive online reviews on consumers’ omni-channel purchase intention. These findings build on the existing literature on the omni-channel retail consumer experience and provide insights for fresh produce retailers to implement and evaluate an omni-channel integration strategy for agriculture products. The findings may shed lights on how to promote the healthy development of the omni-channel sales model of agricultural products.
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spelling pubmed-98426632023-01-18 Factors affecting consumers’ purchase intention for agriculture products omni-channel Liu, Yan Zheng, Shuyin Front Psychol Psychology Agricultural retailers face serious challenge of losing consumers due to channel integration, it has become essential to provide an expected consistent and seamless omni-channel shopping experience in an omni-channel environment. Although previous literature has begun to focus on the consumer perspective of the omni-channel experience, little attention has been paid to the process of change from a single retail environment to omni-channel. By combining the research frameworks of unified theory of acceptance and use of technology (UTAUT) and the value-based adoption model (VAM), this study aims to identify the drivers of omni-channel consumer purchase intention in agriculture products retail. This article conducts a questionnaire survey on 620 samples in China. The results show that single-channel shopping cost, reference groups, positive online reviews, and single-channel perceived risk have a significant positive impact on the omni-channel purchase intention of agricultural products, and perceived value plays a mediating role. Moreover, contextual factors partially have a negative moderating effect. When consumers purchase agricultural products, the more suitable the online shopping environment is, the weaker the influence of single-channel shopping costs, reference groups and positive online reviews on consumers’ omni-channel purchase intention. These findings build on the existing literature on the omni-channel retail consumer experience and provide insights for fresh produce retailers to implement and evaluate an omni-channel integration strategy for agriculture products. The findings may shed lights on how to promote the healthy development of the omni-channel sales model of agricultural products. Frontiers Media S.A. 2023-01-03 /pmc/articles/PMC9842663/ /pubmed/36660286 http://dx.doi.org/10.3389/fpsyg.2022.948982 Text en Copyright © 2023 Liu and Zheng. https://creativecommons.org/licenses/by/4.0/This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
spellingShingle Psychology
Liu, Yan
Zheng, Shuyin
Factors affecting consumers’ purchase intention for agriculture products omni-channel
title Factors affecting consumers’ purchase intention for agriculture products omni-channel
title_full Factors affecting consumers’ purchase intention for agriculture products omni-channel
title_fullStr Factors affecting consumers’ purchase intention for agriculture products omni-channel
title_full_unstemmed Factors affecting consumers’ purchase intention for agriculture products omni-channel
title_short Factors affecting consumers’ purchase intention for agriculture products omni-channel
title_sort factors affecting consumers’ purchase intention for agriculture products omni-channel
topic Psychology
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9842663/
https://www.ncbi.nlm.nih.gov/pubmed/36660286
http://dx.doi.org/10.3389/fpsyg.2022.948982
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