Consumer choice in online vegetable distribution terminals: A Planned Behavior approach |
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Affiliation: | 1. Institute of Agricultural Economics and Development, Chinese Academy of Agricultural Sciences, Beijing, China;2. Weifang Univercity, Weifang, Shandong, China |
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Abstract: | It is common for consumers nowadays to buy vegetables through online distribution terminals. This paper introduces the variables of perceived risk and terminal image through the Theory of Planned Behavior, and uses structural equations to conduct an empirical study of consumer choice. The results show that: attitude, perceived risk and terminal image have a significant influence on consumers’ terminal behavioral intention, while subjective norms and perceived behavior controls do not; and perceived risk, terminal image and behavioral intention have a significant influence on consumers’ terminal behavioral choice, while attitude does not. |
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Keywords: | Behavioral choice Behavioral intention Online vegetable distribution terminals Theory of planned behavior |
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