Main Article Content
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.
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
1) The content of article in HROD journal is the author’s wholly responsibility to research, analyze, summarize, compile, and reference data. The editorial department will not be responsible in anyway.
2) The submitted articles in HROD journal must be unpublished before and must not be currently under consideration for publication elsewhere. If it is detected for its repetition, the author must be responsible for infringement of copyright.
3) Authors will be asked to transfer copyright of the article to the Publisher. The article is prohibited to reproduce all or part of the text, unless allowed.
Abdelkader, O. A. (2015). Impacts of perceived risk and attitude on internet-purchase intention. International Journal of Marketing Studies, 7(6), 107-115.
Ajzen, I., & Fishbein, M. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Addison Wesley.
Ajzen, I., & Fishbein, M. (2000). Attitudes and the attitude–behavior relation: Reasoned and automatic processes. In W. Stroebe & M. Hewstone (Eds.), European Review of Social Psychology, 11, 1–33.
Almousa, M. (2011). Perceived risk in apparel online shopping: a multi-dimensional perspective. Canadian Social Science, 7(2), 23-31.
Ariff, M. M. S., Sylvester, M., Zakuan, N., Ismail, K., & Ali, K. (2014). Consumer Perceived Risk, Attitude and Online Shopping Behaviour; Empirical Evidence from Malaysia. IOP Conference Series: Materials Science and Engineering, 58(1), 012007.
Ariffin, S. K., Mohan, T., & Goh, Y. N. (2018). Influence of consumers’ perceived risk on consumers’ online purchase intention. Journal of Research in Interactive Marketing, 12(3), 309-327.
Arora, N., & Rahul, M. (2018). The role of perceived risk in influencing online shopping attitude among women in India. International Journal of Public Sector Performance Management, 4, 98-113.
Bhatnagar, A., Misra, S., & Rao, R. (2000). On risk, convenience, and internet shopping behavior. Communications of the ACM, 43(11), 98-105.
Bhukya, R., & Singh, S., (2015). The effect of perceived risk dimensions on purchase intention: An empirical evidence from Indian private labels market. American Journal of Business, Emerald Group Publishing, 30(4), 218-230.
Chai, L., & Pavlou, P. (2004). From ancient to modern: A cross-cultural investigation of electronic commerce adoption in Greece and the United States. Journal of Enterprise Information Management, 17(6), 416-423.
Cochran, W. G. (1977). Sampling Techniques (3rd ed.). John Wiley & Sons.
Dai, B., Forsythe, S., & Kwon, W. S. (2014). The impact of online shopping experience on risk perceptions and online purchase intentions: Does product category matter? Journal of Electronic Commerce Research, 15(1), 13-24.
Diamantopoulos, A., & Siguaw, J. A. (2000). Introducing LISREL, Sage.
Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics: Sage.
Forsythe, S. M., & Shi, B. (2003). Consumer patronage and risk perceptions in internet shopping. Journal of Business Research, 56(1), 867–875.
Han, M. C., & Kim, Y. (2017). Why consumers hesitate to shop online: Perceived risk and product involvement on Taobao.com. Journal of Promotion Management, 23(1), 24–44.
Hong, L. M., Nawi, N. C., Wan Zulkiffli, W. F., Mukhtar, D., & Ramlee, S. I. F. (2019). Perceived risk on online store image towards purchase intention. Research in World Economy, 10(2), 48-52.
Hsu, S., & Luan, M. L. (2017). The perception risk of online shopping impacted on the consumer’s attitude and purchase intention in Hanoi, Vietnam. Journal of Business and Economic Policy, 4(4), 19-29.
IGD. (2019). Most Thai consumers want to improve their diets and are open to healthier product reformulation. Retrieved from https://www.igd.com/articles /article-viewer/t/most-thai-consumers-want-to-improve-their-diets-and-are-open-to-healthier-product-reformulation/i/21864.
Ilmudeen, A. (2018). Consumers' perceived security risks in online shopping: A survey study in Sri Lanka. Facculty of management studies & commerce, University of Jaffna.
Kasikorn Research Centre. (2020). In 2020, the restaurant business faces high challenges and the changing pattern of the competition. Retrieved from https://kasikornresearch.com/th/analysis/k-econ/business/Page/z306.aspx
Kayworth, T., & Whitten, D. (2010). Effective information security requires a balance of social and technology factors. MIS Quarterly Executive, 9(3), 163–175.
Kim, D. J., Ferrin, D. L., & Rao, R. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision Support Systems, 44(2), 544-564.
Lee, S. (2008). Examination of various financial risk measures for lodging firms. Journal of Hospitality & Tourism Research, 32(2), 255-271.
Lu, H. P., Hsu, C. L., & Hsu, H. Y. (2005). An empirical study of the effect of perceived risk upon intention to use online applications. Information Management & Computer Security, 13(2), 106-120.
Maciejewski, G. (2011). The meaning of perceived risk in purchasing decisions of the polish customers. Scientific Annals of the Alexandru Ioan Cuza University of Iasi Economic Sciences, 58(1), 280-304.
Maneekhut, P., & Suthatorn, P. (2020). The influence of review on travel planning behavior of Thai generation-Y tourists. Dusit Thani College Journal, 14(2), 590-609.
Martin, S., & Camarero, C. (2009). How perceived risk affects online buying. Online Information Review, 33(4), 629-654.
Masoud, E. Y. (2013). The effect of perceived risk on online shopping in Jordan. European Journal of Business and Management, 5(6), 76-87.
Park, J., Lennon, S., & Stoel, L. (2005). On-line product presentation: Effects on mood, perceived risk, and purchase intention. Psychology and Marketing, 22(9), 695-719.
Pi, S. M., & Sangruang, J. (2011). The perceived risks of online shopping in Taiwan. Social Behavior and Personality: An international journal, 39(2), 275-286.
Pires, G., Stanton, J. & Eckford, A. (2006). Influences on the perceived risk of purchasing online. Journal of Consumer Behaviour, 4, 118-131.
Promchan, A. (2018). Meaning of healthy food and frozen food consumption in Chiang Mai. Graduate School Conference, 2, 944-951.
Rose, J., Cho, E., & Smith, K. R. (2016). Female consumers’ attitudes and purchase intentions toward intimate apparel brands. Fashion Industry and Education, 14(2), 12-23.
Shu, H. H., & Pham M. L. (2017). The perception risk of online shopping impacted on the consumer’s attitude and purchase intention in Hanoi, Vietnam. Journal of Business & Economic Policy, 4(4), 19-29.
Tanadi, T., Samadi, B., & Gharleghi, B. (2015). The impact of perceived risks and perceived benefits to improve an online intention among generation-Y in Malaysia. Asian Social Science, 11(26), 226-238.
Tsai, Y. C., & Yeh, J. C. (2010). Perceived risk of information security and privacy in online shopping: A study of environmentally sustainable products. African Journal of Business Management, 4(18), 4057-4066.
We Are Social. (2019). Digital 2019: Global internet use accelerates. Retrieved from United Kingdom: https://wearesocial.com/blog/2019/01/digital-2019-global-internet-use-accelerates.
Wood, C., & Scheer, L. (1996). Incorporating perceived risk into models of consumer deal assessment and purchase intent. Advances in Consumer Research, 23, 399-404.
Wu, W. Y., Huang, P. C., & Fu, C. S. (2011). The influence of an online auction’s product price and e-retailer reputation on consumers’ perception, attitude, and behavioral intention. Scandinavian Journal of Psychology, 52(3), 290-302.
Zhang, L., Tan, W., Xu, Y., & Tan, G. (2012). Dimensions of consumers’ perceived risk and their influences on online consumers’ purchasing behavior. Communications in Information Science and Management Engineering, 2(7), 8-14.