Factors Influencing The Use of Agri-Food E-Commerce (AE): An Analysis Of Malaysian Consumers

The growing prominence of E-Commerce as a rapid means of facilitating trade, both domestically and internationally, has transformed consumer behavior and market dynamics. However, the viability of online sales extends to select product categories, leaving fresh agricultural products, notably vegetab...

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Bibliographic Details
Main Authors: Seah, Yett Jing, Sen Seah, Choon, Jalaludin, Farah Waheeda, Xia Loh, Yin
Format: Conference Proceeding
Language:English
Subjects:
Agri-Food
Agricultural products
component
E-Commerce
food safety
online purchase intention
Product design
Production
Statistical analysis
Surveys
Temperature
Transportation
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Summary:The growing prominence of E-Commerce as a rapid means of facilitating trade, both domestically and internationally, has transformed consumer behavior and market dynamics. However, the viability of online sales extends to select product categories, leaving fresh agricultural products, notably vegetables, facing unique challenges due to the imperative of maintaining product freshness. Prolonged shipping times and temperature variations during transportation pose risks of spoilage, diminishing consumer interest. This research endeavors to uncover the factors influencing consumers' decisions to purchase fresh agricultural products online and explores the intricate relationship between online purchase intentions and the adoption of Agri-food E-Commerce (AE) in Malaysia. Employing questionnaire surveys for data collection, the study leverages SPSS and Smart-PLS for quantitative analysis. By enhancing the body of knowledge concerning AE, this research contributes essential insights into the landscape of online purchase intentions, AE adoption, and readiness in Malaysia. Additionally, it seeks to establish a comprehensive model of AE acceptance. These findings serve to stimulate informed discourse and engagement, fostering greater participation across the spectrum of fresh agricultural products. Ultimately, this research holds the potential to curtail food wastage, optimize supply-demand equilibrium, and inform consumption and production patterns within the AE framework
ISSN:2473-3547
DOI:10.1109/ISCID59865.2023.00039