Relationship Between Attitude and Online Purchase Intention of Dairy Functional Foods in Hungary: An Extended TAM Approach

Mohammad Mohammad, Orsolya Szigeti
European Research Studies Journal, Volume XXVI, Issue 1, 545-559, 2023
DOI: 10.35808/ersj/3128


Purpose: This study aims to investigate the determinants of Hungarian customers' attitudes toward dairy functional foods and their online purchase intentions. Design/Methodology/Approach: The research framework employed in this study combines the Technology Acceptance Model, a widely recognized facilitator of internet shopping, with the model proposed by Urala and Lähteenmäki (2007), which suggests that attitudes towards dairy functional foods have a significant impact on consumer behavior and is consistent with the theory of planned behavior. We conducted a descriptive cross-sectional analysis using primary data collected from a sample survey of the Hungarian population with 313 valid questionnaires. We used The Partial Least Square method to test the hypothesis and the relationships between the different variables. Findings: Obtained results show that attitude toward dairy functional foods and perceived usefulness are crucial factors influencing online food purchase intentions. Among these drivers, perceived ease of use has an indirect impact on purchasing intention. However, perceived ease of use has a significant impact on perceived usefulness. Practical Implications: This study indicates that grocery retail firms can enhance their online presence in Hungary by understanding the importance of attitudes towards dairy functional foods and their perceived usefulness in influencing online food purchase intentions. Targeted marketing strategies can be developed to improve the online food purchasing experience for customers. Originality/Value: The study lies in its use of an extended Technology Acceptance Model approach to examine the factors influencing Hungarian customers' attitudes towards and intention to purchase dairy functional foods online. The study provides practical implications for grocery retail firms seeking to establish an online presence in Hungary and contributes to the literature on consumer behavior and marketing.

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