Technology Acceptance Model in Digital Channels for the Purchase of Fresh Agricultural Products
Journal Title: Revista CEA - Year 2023, Vol 9, Issue 21
Abstract
Purpose: This study aimed to determine the factors influencing the use of digital channels for purchasing fresh agricultural products. Design/Methodology: A structural equation model was developed, employing confirmatory factor analysis to evaluate the seven constructs of the Unified Theory of Acceptance and Use of Technology 2 (performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, price value, and habit). This assessment was conducted on a sample of 175 consumers of agricultural products. Findings: All variables, except for facilitating conditions, were found to significantly influence consumers’ intention to use digital channels for purchasing fresh agricultural products. Additionally, habit and behavioral intention were identified as key determinants of use behavior. Conclusions: The research concludes that prior experience, gender, and age have a positive impact on consumers’ intention to use digital channels for purchasing fresh agricultural products. It is recommended that digital marketing strategies in the agricultural sector take these factors into account to enhance the adoption of digital channels. Originality: This study is the first to apply the UTAUT2 model to investigate consumers’ online purchase of fresh agricultural products. Notably, it addresses a research gap by incorporating consumer variables and focusing on an underexplored niche.
Authors and Affiliations
Diego Romero-Sánchez, Dursun Barrios
Keywords
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