Perceived Risks and Influence of Attitudes on The Intention of Purchasing Healthy Food Online

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Kedwadee Sombultawee
Sarita Chancharoenlap

Abstract

The objectives of this study were to investigate the impact of risk perception on intention to purchase healthy food online among Thai people, and also to investigate whether attitude mediated risk perception and intention to purchase by using the concept of risk perception and theory of planned behavior. The data consisted of 490 Thai consumers who are interested in purchasing healthy food online. The results reveal that perceived financial, product, social, and privacy risks are directly affected intention to purchase, and attitude is a partial mediator that linked only perceived financial, social, and security risks to intention to purchase.

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