The Effects of Perceived Risks on Food Purchase Intention: The Case Study of Online Shopping Channels during COVID-19 Pandemic in Vietnam.

Abstract

Purchasing food via online shopping channels is booming during COVID-19 Pandemic in Vietnam. However, the perceived risks of food bought via online shopping channels may discourage consumers. Hence, this study assesses the effects of perceived risks on food purchase intention via online shopping channels in Vietnam. Research design, data and methodology: This study applied the multiple regression analysis with 253 samples collected from consumers who frequently purchase food via online shopping channels in Vietnam. The questionnaire is provided to respondents via Google Form. The sample collection method is convenience sampling. Three hundred samples were collected, but 253 samples are used after filtering the responses with missing data. The Exploratory Factor Analysis (EFA) and regression analysis are used for data analysis on SPSS software version 20. Results: The results show that product risk, security risk, time risk, and fraud risk of the seller negatively affect the intention to buy food via online shopping channels in Vietnam. Conclusions: The study provides several implications and recommendations for food companies and online food sellers. Reducing customers' perceived risks online food makes customers more willing to buy food online during COVID-19 Pandemic. Limitations and suggestions for further research are also discussed.

Keywords: Perceived Risks, Food, Purchase Intention, Online Shopping Channels, COVID-19 Pandemic, Vietnam

JEL Classification: M10, M31, C12, N35