EVALUATION OF THE FACTORS AFFECTING CONSUMERS' PURCHASES OF FRESH FOOD ONLINE FROM CHINA AND HUNGARY

Abstract

Considerable focus has been directed towards the study of individuals' online shopping purchase intentions and behaviours. This paper examines the factors that impact the online purchase of fresh food following the COVID-19 pandemic. This study examined the influential factors on consumers' online shopping consumer purchase behaviour. Five factors, namely price, quality, environment, comments, and logistics, were analysed. A survey was conducted online to gather the experiences of 311 consumers from China and Hungary who made online purchases of fresh food. An analytical model was constructed and examined using SmartPLS. Based on the findings, it is evident that these five factors significantly influence consumers purchase intentions in a favourable manner. Furthermore, the price factor can serve as a moderator in the correlation between quality and purchase intention, as well as the correlation between environment and purchase intention. Based on the study's findings, recommendations are provided to online retailers to enhance the promotion of fresh food sales through online platforms.