Traditional Seafood Product Purchase Through E-Commerce : The Impact of Perceived Risk and Benefit to Consumers’ Intention to Buy

Abstract

Traditional seafood products in Indonesia are also very diverse, influenced by ethnicity and eating habits. However, the problem is the low level of consumption of seafood products in Indonesia. There is a limited number of traditional seafood products have entered the e-commerce due to the lack of knowledge about consumer demand. To boost the purchase of traditional seafood product, consumers’ perception need to be explored as it plays prominent role in a successful food product. The aims of this research are to explore the perceived risks and benefit factors and also the impact of inovation-addoption characteristics, perceived risks, and benefit factors to purchase intention of consuming traditional processed seafood on e-commerce. The result of this research is that the types of perceived risk factors which significantly influence intention to buy seafood product on e-commerce is security risk. Meanwhile, consumers also consider the benefit of product as the significant factor to buy traditional seafood on e-commerce.