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UNIRAZAK Library Pustaka
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| Abstract : UNIRAZAK Library |
| Abstract of the research project paper submitted to the Senate of Universiti Tun Abdul Razak in partial fulfilment of the requirements for the Master of Business Administration. THE EFFECT OF PERCEIVED VALUE AND FOOD SAFETY CONCERN ON CONSUMERS INTENTION TO PURCHASE FOOD ON E-COMMERCE PLATFORMS DURING COVID-19 PANDEMIC By Rais bin Halid October 2022 A survey conducted by Rakuten Insight in 2020 reported that 58 percent of Malaysian consumers stated that they ordered food more often on food delivery apps during the pandemic (Statista, 2021). In Malaysia, this was the time that most the startups that managed to provide online food services came to introduces itself as a vital player to the public, as they were held as the heroes during pandemic in bringing food to the public. The main differences are being physical to access the surroundings of your food, or to being able to only get the end final product before eating as there are several processes that’s invisible to the consumers, but how would they trust as it’s part of safety and daily hygiene. Some of the e-commerce platforms that were made available for this study include Grab, Foodpanda and Beepit as these three were regarded as the ones consumers tend to use more to make online food deliveries but it was open to any type of service providers as well. From the findings, we could conclude the reliable variables being asked were all passed for the Cronbach’s alpha theory and further gave an impact that many still do believe the positive influence over these two matters, which are the Perceived Value and Food Safety Concern contributed greatly towards the outcome in why and how consumers purchase food online. Hence, based on the results compared to previous studies, we can say that yes consumers have a positive effect on the perceived value. On the other hand, with half percentage of consumers still not aware on the food safety knowledge as we can see in the discussion later part. In addition, this research has empirically proven that perceived value has the most significant effect on the intention to purchase online food. |
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