Paper Title
Research on Risk Perception and Platform Ease of Use on Consumers’ Willingness to Purchase Fresh Foods Online
Abstract
In order to better understand the characteristics of consumers purchasing fresh foods online and promote the
development for online sales of fresh foods, which will help the online sales of agricultural products, increase agricultural
output value, and achieve rural digitization. This study investigates consumers' willingness to make online purchases fresh
foods through risk perception and platform usability. The results show that consumers' perceived ease-of-use and perceived
usefulness of online platforms have a significantly positive relationship with consumers’ willingness to shop online, while
consumers' perceived health and financial risks have a significantly negative relationship with their willingness to shop
online. This offers valuable references for online platform enterprises or agricultural sale departments can further optimize
consumers’ perceived risks to develop the scale of online fresh foods.
Keywords: Consumer, Perceived risk, Fresh foods, Online.