Online Purchase Intention towards Fresh Produce during MCO in China: Perspective of China Students in Malaysia

Authors

  • Asokan Vasudevan
  • Alvin Chen Koon Fong
  • Toong Hai Sam
  • Rajermani Thinakaran
  • Shiney John
  • Sriganeshvarun Nagaraj
  • Xue Ruiteng

Abstract

This study aimed to investigate the influence of Online Purchase Intention towards fresh produce during MCO in China, focusing on three independent variables: price, quality and perceived risk. For data collection, online questionnaires were distributed to the targeted respondents of this research, which were China students in Malaysia between twenty to forty years old, and 380 sets of data were collected and analyzed. Factor analysis, reliability test, descriptive analysis, and regression analysis were conducted using SPSS software. The data analysis was conducted through SPSS. The constructs ' Cronbach's Alpha and KMO scores were higher than the minimum acceptable level, higher than 0.6 for Cronbach's Alpha and higher than 0.6 for the KMO score value. The findings showed that H1 and H2 were accepted since their t-values were more significant than 1.96 and the p-values were equal to 0.000. However, H3 was rejected since the t-value was -2.114 and the p-value was 0.035. The multiple linear regression analysis results provided an R2 value of 0.386, indicating that this model explained 38.6% of the data variance. This study offers online purchase intention toward fresh produce during MCO in China. When customers plan to purchase online, the idea that the risk of an item is always the essential element in the purchasing process has been demonstrated to be false. Customers are increasingly concerned with trust, which leads to the platform's security. The client also feels that price is a crucial aspect of purchase intention while purchasing online and the product's quality, particularly during MCO in China.

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Published

2023-01-09