THE EFFECTS OF FOOD ONLINE SHOPPINGEXPERIENCE AND RISK PERCEPTIONS ON FOOD ONLINE PURCHASE INTENTION

Abstract

This research aims to study the effects of food online shopping experience and risk perception on food online purchase intention. The research is a combination of qualitative and quantitative research. The quantitative research involved Likert’s rating scale in collecting data from152consumers males and females aged between 21-40 years, and live in Bangkok, the data was then analyzed by descriptive statistics. The qualitative research involved content analysis of data collected from Semi- interview structure with 10 consumers. The results indicated that the consumer’s purchase intention will increase if the consumers have good shopping experience and feel free from any privacy risk. Food online business operators should create a good food online experience for consumers and reduce the risk of perceived privacy. Enhances the consumer’s intentions to buy food online. In way that could create competitive advantage.