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Behavioral Intention Toward Online Food Purchasing: An Analysis at Different Purchase Levels

Author

Listed:
  • Dwi Suhartanto

    (Politeknik Negeri Bandung, Indonesia)

  • Tuan Ahmad Tuan Ismail

    (MARA University, Malaysia)

  • Gundur Leo

    (Politeknik Negeri Bandung, Indonesia)

  • Ni Nyoman Triyuni

    (Politeknik Negeri Bali, Indonesia)

  • Tintin Suhaeni

    (Politeknik Negeri Bandung, Indonesia)

Abstract

Despite the dramatic increase in the online food business, empirical studies on behavioral intentions across different purchase levels have been overlooked. This study is intended to assess behavioral intention towards online food purchasing including e-service quality, food quality, perceived value, and customer satisfaction across three different purchasing levels: light, medium, and heavy purchasers. A survey of 475 online food purchasers was conducted from in Bandung City, Indonesia. The results show that the formation model of behavioral intention including e-service quality, food quality, perceived value, and customer satisfaction is reliable. Further, the analysis results have also revealed that there is evidence of differences when the variables were tested across purchase levels. Lastly, this study emphasizes that food quality is an important factor in influencing behavioral intention across all online food purchase levels. The consequences of these findings were examined from both theoretical and managerial practices perspectives.

Suggested Citation

  • Dwi Suhartanto & Tuan Ahmad Tuan Ismail & Gundur Leo & Ni Nyoman Triyuni & Tintin Suhaeni, 2020. "Behavioral Intention Toward Online Food Purchasing: An Analysis at Different Purchase Levels," International Journal of E-Business Research (IJEBR), IGI Global, vol. 16(4), pages 34-50, October.
    • Handle: RePEc:igg:jebr00:v:16:y:2020:i:4:p:34-50
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