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

Traditional seafood products in Indonesia are diverse, influenced by ethnicity and eating habits. However, the problem is the low level of consumption of seafood products in Indonesia. A limited number of traditional seafood products have entered e-commerce due to the need for more knowledge about consumer demand. In order to boost the purchase of traditional seafood products, consumers' perception needs to be explored as it plays a prominent role in a successful food product. The aim of this research is to analyse the impact of perceived risks and benefits on the purchase intention of consuming traditional processed seafood on e-commerce. Data were collected by using an online questionnaire with the number of respondents of 246 participants. This research results showed that security risk is the perceived risk factor that significantly influences the intention to buy seafood products on e-commerce. Another finding, consumers consider the product's benefit as a significant factor in buying traditional seafood on e-commerce. This paper provides novel insight into the body of knowledge about consumer perception of the risk and benefits of purchasing seafood through the online market, specifically related to product characteristics and benefits, as well as new sales methods.