Abstract
This study employs Technology Acceptance Model and Social Cognitive Theory to propose a research model to evaluate factors affecting customers’ intention to purchase agricultural products on e-commerce platforms in Thai Nguyen province. Results of analyzing data collected from 284 survey participants, through exploratory factor analysis and regression analysis, show that factors like (1) Perceived usefulness, (2) Perceived ease of use, (3) Attitude, (4) Self-efficacy, (5) Social norms, and (6) Reference groups all have positive impacts on Intention to purchase agricultural products on e-commerce platforms. This study offers a number of recommendations to encourage customers to actively purchase agricultural products on e-commerce platforms, helping agricultural products to be distributed more effectively to customers, increasing revenues and customer bases for agribusinesses.
Keywords: E-commerce, Agriculture Products, Purchase Intention, Technology Acceptance Model, Social Cognitive Theory, Survey, Thai Nguyen.
JEL classification: L8, L81, Q13.
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Ban biên tập Tạp chí Kinh tế & Quản trị Kinh doanh
Phòng 514, Nhà điều hành, trường Đại học Kinh tế & Quản trị Kinh doanh
Địa chỉ: Phường Tân Thịnh, thành phố Thái Nguyên
Email: tapchikt-qtkd@tueba.edu.vn; Điện thoại: 0208.3903373
