Factors Influencing Consumers Intention towards Online Food Purchasing in Phnom Penh

The purspose of this study is to indentify factors influencing the consumer intention towards the online food purchasing in Phnom Penh. The conceptual frameworkis developed from previous study which includes perceived convenience, customer control, advertsing, technolgy eagerness, online purchase attitude, and online purchase intention. The quantitative method was applied to distribute questionaires to 400 respondents. Multi-stage sampling technique was conducted in nonprobability sampling approach, using judgmental sampling to select relevant respondents in Phnom Penh, quota sampling to calculate the sample size of the targeted respondents, and convenience sampling to distribute questionaires online, using Google-based surevy form. Item-Objective Congruence and Cronbach’s Alpha were employed to validate the constructs. Confirmatory Factior Analysis (CFA) was used to verify conventient and discriminant validity, and goodness of fit indices. Structural Equation Model (SEM) was carried out to test the relationship among variables. The results from the analysis revealed that advertisng and technology eargerness have signigicant influences on online purchase attitude, and online purchase attitude has significant influence on purchase intention. However, the customer control and perceived convenience do not have any influences on the online purchase attitude.