A Study on Promoting Purchase Intention of Agriculture Products on E-commerce Platforms based on Technology Acceptance Model and IS Success Model

Abstract

The research aims to evaluate influencial factors of customers’ intention to purchase agricultural products on E-commerce platforms in Thai Nguyen province, based on the theoretical foundation of combined Technology Acceptance Model and IS Success Model. This research adopts a correlational study design and survey method as data collection tool. Cronbach’s Alpha analysis, Exploratory factor analysis, and Multiple linear regression analysis are used as analytical techniques. Findings from analysis of data collected from 282 customers indicate that five influential factors including Perceived usefulness, Perceived ease of use, Facilitating conditions, System quality, and Information quality could positively impact customer purchase intention of agriculture products on E-commerce platforms. Several practical recommendations are sugested to hep promote customer purchase intention of agricultural products on E-commerce platforms, based on the study findings. Future research could replicate our research model using various study designs such as comparative, qualitative, or data retriveal ones to offer comprehensive and rich insights of customer purchase intention of agriculture products on E-commerce platforms.