The Impact of Consumer Behavior, Influence Credibility, and Product Attributes Factors towards Online Purchase Intention on Healthy Food

Abstract

This research aims to study the impact of the factors which will influence online purchase intention on healthy food. The three independent variables are consumer behavior factors, influence credibility factors and product attributes factors. To elaborate, the sub-variables of consumer behavior factors are attitude, subjective norms and perceived behavioral control. The sub-variables of influence credibility factors are attractiveness, expertise and trustworthiness. The sub-variables of product attributes factors are product quality, product taste and product variety. The dependent variable of this research is online purchase intention on healthy food. The quantitative method was used for the data collection through the online questionnaires. A total of 240 responses were collected through convenient sampling. Hence, this research aims to focus on the population in Bangkok, Pathum Thani, Nonthaburi, Samut Prakan, Samut Sakhon and Nakhon Pathom in Thailand. The data analysis methods used were descriptive statistics and multiple linear regression analysis. As a result, the research findings showed that all three independent variables (consumer behavior, influence credibility, and product attributes factors) have an impact towards the dependent variable (online purchase intention on healthy food).