Understanding Intention and Behavior Toward Online Purchase of Agriculture and Fisheries Products Using Extended Technology Acceptance Model

This study investigates the factors affecting the usage behavior and intention towards online purchasing platforms in purchasing agriculture and fisheries products online based on the technology acceptance model. External factors adapted from current literature were integrated with the model to understand the consumer intention and behavior towards online purchasing. An online survey with 318 respondents was used to test the hypotheses of the theoretical model using partial least squares component-based structural equation modeling. Results show that trust is a significant predictor of usage behavior. Furthermore, the factors visibility, perceived risk, perceived value, and enjoyment have directly or indirectly influenced intention and usage behavior through trust, perceived ease of use, and perceived usefulness. The researcher considers this work to have contributed essential inputs to other researchers interested in studying the adoption of online purchasing in fisheries and agriculture products.