Author(s)

Xu Yujin, Gao Wei, Yang Pei

Corresponding Author

Gao Wei

ABSTRACT

In the transactions of fresh e-commerce products, consumers' purchase intention also occupies an important position. Therefore, this study is based on the Unified Theory of Acceptance and Use of Technology, combines the actual situation to construct the research model of the factors that influence the willingness of the consumers on buying fresh e-commerce products and designs a reasonable and accurate questionnaire for online investigation according to the existing literatures. Through empirical analysis, the results show that consumers' perception of risk significantly affect the willingness of consumers to buy fresh e-commerce products, the social influence does not significantly affect the willingness of consumers to buy fresh e-commerce products, and effort expectancy, impulsivity, performance expectancy of consumers have an effect on the intention to buy fresh e-commerce products. Finally, based on empirical results, this research gives several suggestions for fresh products e-commerce enterprises and government.

KEYWORDS

Fresh e-commerce products, UTAUT, Purchase intention, Perceived risk