THE FACTORS AFFECTING CONSUMER'S INTENTION TO BUY AGRICULTURAL FOOD INNOVATION PRODUCT VIA ONLINE IN THE PERSPECTIVE OF UNIFIED THEORY OF ACCEPTANCE AND USE OF TECHNOLOGY (UTAUT2) AND PERCEIVED ATTRIBUTES OF INNOVATION THEORY
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Abstract
Introduction: Innovation is a key driver in enhancing product quality and value, especially in the agricultural sector where raw materials are increasingly transformed into innovative food products. The rapid expansion of online media further supports production and distribution by increasing accessibility for consumers. Objective: This study aims to examine the factors influencing consumers’ purchase intention toward innovative agricultural food products online using the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) and the theory of perceived innovation attributes. Methods: A mixed-methods approach was employed. The qualitative phase involved interviews with 10 consumers in Thailand’s eastern region who had experience purchasing innovative processed agricultural food products. The quantitative phase collected data from 400 consumers in the same region using structured questionnaires. Data analysis was conducted using multiple regression analysis. Result: The qualitative findings helped identify and categorize supporting factors related to perceived innovation attributes. The quantitative results revealed five key factors that significantly influenced consumers’ online purchase intention at the 0.05 level: 1. Performance expectancy (health benefits) 2. Social influence (reference groups) 3. Hedonic motivation (novelty) 4. Habit (experience) 5. Price value (compatibility). These findings provide valuable insights for developing marketing strategies that effectively promote innovative food products in the online market.
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