Continuous Purchase Intention from E-Marketplace: A case study of Organic Agricultural Products

Consumer habits and behaviours have been altered due to the Covid-19 outbreak and the emergence of new trends, ranging from proactively purchasing safe and nutritious goods to keeping necessary foods at home. This study aimed to evaluate the influence of factors that belonged to consumer perception of the organic agricultural products continuous purchase intention from the e-marketplace. The mixed research method was adopted through in-depth interviews and surveys. These research results pointed out the critical positive factors impacting the organic agricultural products continuous purchase intention from e-marketplace, including organic agricultural products knowledge, perceived price, perceived environmental protection, perceived health benefits, perceived quality, perceived policy in the Covid-19 pandemic. Some implications were proposed from the research results.