Determinants of Consumers’ Behavioral Intention to Purchase Seafood Online: A UTAUT-Based Analysis in Surigao Del Sur, Philippines

Abstract

This study examined the influence of the Unified Theory of Acceptance and Use of Technology (UTAUT) constructs—Performance Expectancy, Effort Expectancy, Social Influence, and Facilitating Conditions—on consumers’ behavioral intention to purchase seafood products through digital platforms in Surigao del Sur, Philippines. Employing a descriptive-correlational quantitative design, data were collected from 100 respondents selected through stratified random sampling. A validated questionnaire measured perceptions of each UTAUT construct and behavioral intention using a five-point Likert scale. Descriptive statistics, Pearson correlation, and multiple linear regression were utilized for data analysis. Results revealed that all UTAUT constructs were positively perceived by respondents, indicating favorable attitudes toward digital seafood marketing. Correlation analysis showed strong interrelationships among constructs, with Performance Expectancy exhibiting the highest and most significant association with Behavioral Intention (r = 0.7169, p < 0.01). Regression analysis further identified Performance Expectancy (β = 0.4013, p = 0.002) and Facilitating Conditions (β = 0.4559, p = 0.003) as significant predictors of Behavioral Intention, whereas Effort Expectancy and Social Influence showed moderate yet non-significant effects. These findings suggest that consumers’ online seafood purchasing intentions are primarily driven by perceived usefulness and enabling infrastructure rather than ease of use or social persuasion. The study affirms the applicability of the UTAUT model in the digital seafood market context and underscores the importance of improving technological support, platform performance, and consumer trust to enhance adoption in emerging rural economies.