Agricultural products “go online”: What determines Vietnamese consumers’ purchase intentions on e-commerce platforms?

Abstract:

E-commerce in Vietnam has been experiencing rapid growth and has emerged as a crucial distribution channel for goods. Accordingly, the primary objective of this study is to identify and analyze the factors influencing consumers’ intention to purchase agricultural products on Vietnamese e-commerce platforms. A total of 510 survey responses were collected from users of these platforms, and the research model was tested using partial least squares structural equation modeling (PLS-SEM). The findings reveal that product quality, transaction risk, platform-related benefits, customer experience, and perceived usefulness significantly affect consumers’ purchase intention for agricultural products. Furthermore, the study demonstrates that income levels and occupational characteristics moderate the effects of these factors. Based on these results, the authors propose several managerial implications to enhance the effectiveness of agricultural product distribution through e-commerce platforms in Vietnam.