Factors Influencing Consumers Intention towards Online Food Purchasing in Phnom Penh

Abstract

The purpose of this study is to identify factors influencing the consumer intention towards the online food purchasing in Phnom Penh. The conceptual framework is developed from previous study which includes perceived convenience, customer control, advertising, technology eagerness, online purchase attitude, and online purchase intention. The quantitative method was applied to distribute questionnaires to 400 respondents. Multi-stage sampling technique was conducted in nonprobability sampling approach, using judgmental sampling to select relevant respondents in Phnom Penh, quota sampling to calculate the sample size of the targeted respondents, and convenience sampling to distribute questionnaires online, using Google-based survey form. Item-Objective Congruence and Cronbach’s Alpha were employed to validate the constructs. Confirmatory Factor Analysis (CFA) was used to verify conventient and discriminant validity, and goodness of fit indices. Structural Equation Model (SEM) was carried out to test the relationship among variables. The results from the analysis revealed that advertising and technology eagerness have significant influences on online purchase attitude, and online purchase attitude has significant influence on purchase intention. However, the customer control and perceived convenience do not have any influences on the online purchase attitude.

Keywords: online food purchase, perceived convenience, customer control, technology, eagerness, purchase intention