Online Fresh Fruit and Vegetable Purchase Intention: The Moderating Role of Need for Tactile Input in a Technology Acceptance Model Integrated with Trust and Perceived Risk

Yıl 2025, Cilt: 11 Sayı: 2, 124 - 143, 30.12.2025

Mehmet Cançelik

https://doi.org/10.61513/tead.1770856

Öz

The main objective of this study is to examine the factors that influence consumers' intentions to purchase online fresh fruit and vegetable. In this regard, a research model has been developed by combining the Technology Acceptance Model with the factors of trust, perceived risk, and need for tactile input. Data was collected from 493 individuals through a survey in order to test the hypotheses included in this extended theoretical model. Structural equation modeling was applied for data analysis. The results reveal the applicability of the extended Technology Acceptance Model in assessing the intention to purchase fresh agricultural products online. More specifically, the results show that perceived ease of use significantly positively affects perceived usefulness. The results also show that perceived usefulness, perceived ease of use, trust, and perceived risk have significant effects on attitude. Among these factors, trust has the greatest impact. Furthermore, the results show that perceived usefulness, attitude and perceived risk significantly influence the intention to purchase fresh fruit and vegetable online. Among these, while perceived risk reduces online purchase intention, attitude has the greatest impact. In the results, the need for tactile input plays an important moderating role in the relationship between perceived risk and purchase intention. According to this, when consumers have a high need for tactile input, the perceived risk for fresh fruit and vegetable products has a greater negative effect on the intention to purchase fresh fruit and vegetable online. When these results are taken together, while fruit and vegetable e-retailers need to focus on developing programs that emphasize their efficiency and effectiveness, alongside communication efforts that highlight the time savings, variety, and convenience offered by online shopping, at the same time, they need to make efforts to increase consumer trust and reduce risk perception.

Anahtar Kelimeler

Online fresh fruit and vegetable , Technology Acceptance Model , Trust , Perceived risk , Need for tactile input

Çevrim İçi Taze Meyve ve Sebze Satın Alma Niyeti: Güven ve Algılanan Riskin Entegre Edildiği Teknoloji Kabul Modelinde Dokunsal Girdi İhtiyacının Düzenleyici Rolü

Öz

Bu çalışma tüketicilerin çevrim içi taze meyve ve sebze satın alma niyetleri üzerinde etkili olan faktörleri incelemektir. Bu doğrultuda Teknoloji Kabul Modeli güven, algılanan risk ve dokunsal girdi ihtiyacı faktörleri ile birleştirilerek bir araştırma modeli geliştirilmiştir. Bu genişletilmiş teorik modelde yer alan hipotezleri test etmek amacıyla anket aracılığıyla 493 kişiden veri toplanmıştır. Verilerin analizi için yapısal eşitlik modellemesi uygulanmıştır. Sonuçlar, çevrim içi taze tarım ürünleri satın alma niyetini değerlendirmede genişletilen Teknoloji Kabul Modelinin uygulanabilirliğini ortaya koymaktadır. Daha ayrıntılı olarak sonuçlar, algılanan kullanım kolaylığının algılanan faydayı önemli ölçüde olumlu yönde etkilediğini göstermektedir. Sonuçlar aynı zamanda algılanan fayda, algılanan kullanım kolaylığı, güven ve algılanan riskin tutum üzerinde önemli etkileri olduğunu göstermektedir. Bu faktörler arasında güven en büyük etkiyi göstermektedir. Ayrıca sonuçlar algılanan faydanın, tutumun ve algılanan riskin çevrim içi taze meyve ve sebze satın alma niyetini önemli ölçüde etkilediğini göstermektedir. Bunlar arasında algılanan risk çevrim içi satın alma niyetini azaltırken, tutum ise en büyük etkiyi göstermektedir. Son olarak sonuçlarda dokunsal girdi ihtiyacı algılanan risk ile satın alma niyeti arasındaki ilişkide önemli bir düzenleyici rol oynamaktadır. Buna göre tüketicinin dokunsal girdi ihtiyacı yüksek olduğunda taze meyve ve sebze ürünleri için algılanan riskin çevrim içi taze meyve ve sebze satın alma niyeti üzerindeki negatif etkisi artmaktadır. Bu sonuçlar bir araya getirildiğinde, meyve ve sebze e-perakendecileri, çevrimiçi alışverişin sunduğu zaman tasarrufu, çeşitlilik ve kolaylığı vurgulayan iletişim çabalarının yanı sıra, verimlilik ve etkinliği ön plana çıkaran programlar geliştirmeye odaklanırken, aynı zamanda tüketici güvenini artırmak ve risk algısını azaltmak için çaba sarf etmeleri gerekmektedir.

Anahtar Kelimeler

Çevrim içi taze meyve ve sebze , Teknoloji Kabul Modeli , Güven , Algılanan risk , Dokunsal girdi ihtiyacı

Etik Beyan

Araştırma sahasında kullanılan anket formu için Harran üniversitesi Sosyal ve Beşeri Bilimler Etik Kurulu'ndan 12.07.2024 tarihinde 2024/170 numaralı onay alınmıştır.

Teşekkür

Anket formunun sahada uygulanması sırasında emeği geçen Harran Üniversitesi, Ziraat Fakültesi, Tarım Ekonomisi bölümü lisans ve lisans üstü öğrencilerine teşekkür ediyorum.

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