The transitional from offline to online - The case of Nico Nico Yasai: An organic vegetable distributor
Abstract
Recently, the safety of food, especially vegetable, is a growing concern in
Vietnamese agriculture. Consumers tend to seek for suppliers providing safe and
hygienic food. Nico Nico Yasai, therefore, was established to meet this increasing
need. However, even though the company has a relatively stable market after more
than four years, it faces many difficulties in approaching potential customers and
expanding the market. Promoting an online retailing system is an appropriate solution
in this modern era. The purpose of this study is to inspect the factors affecting the
intention of buying the organic food via the Internet of Vietnamese consumers.
The study commenced in September, 2015 in Ho Chi Minh City. Its
conceptual model is based on the two explanation factors for the Attitude toward
Buying Organic Food via the Internet and three factors for the Intention of Buying
Organic Food via the Internet. This conceptual model was developed and adapted
from the Theory of Reasoned Action (Ajzen and Fishbein, 1980), Seitz (1987) and
Dodds et al (1991).
The data was gathered from 253 respondents, in which 217 respondents
answers were utilized. These data reveals customer’s requirement for attitude toward
online shopping two measurements: Convenience of Product, and Customer Services.
Besides, this research was conducted for the aim of measuring the customers’
purchase intention toward online shopping. The findings of this study prove the
absolute effects of Convenience of Products and Customer Services on the Attitude
toward Buying Organic Food via the Internet.
Despite some limitation, this study provides realistic implication and
practical recommendation to enhance the awareness of customers and foster their
intention of Buying Organic Food via the Internet.