Factors that affect the intention of consumers to buy food products online

Internet purchases are no longer a new form of purchase, but they are successfully complementing conventional product sales channels. This study aims to understand factors, such as: product performance risk, distance, trust and risk reduction that affect consumer's intention to buy food products online. The following data was collected through a structured questionnaire.Confirmatory Factor Analysis was used to develop measures and Structural Equation Modelling was used to test hypotheses. The results show that trust and risk reduction have a positive effect on the consumers' intention to buy food products online.Product performance risk has a negative effect on the intention to buy food products online, meanwhile distance does not show any significance on their intention to buy food products online. These findings provide significant insights into what limits consumers to consider the online channel as a complementary alternative of shopping for food products.