Social commerce adoption: a study on consumer's online purchase behaviour of perishable pastry products

被引:11
作者
Rahman, Faradewi Bee A. [1 ]
Hanafiah, Mohd Hafiz [1 ]
Zahari, Mohd Salehuddin Mohd [1 ]
Jipiu, Lovelyna Benedict [1 ]
机构
[1] Univ Teknol MARA, Fac Hotel & Tourism Management, Puncak Alam, Malaysia
来源
BRITISH FOOD JOURNAL | 2023年 / 125卷 / 01期
关键词
Social commerce; Pastry products; Technology adoption; Purchase behaviour; UNIFIED THEORY; INFORMATION-TECHNOLOGY; MOBILE PAYMENTS; MEDIATING ROLE; ACCEPTANCE; TRUST; INTENTION; FRAMEWORK; MODEL; BRAND;
D O I
10.1108/BFJ-07-2021-0796
中图分类号
F3 [农业经济];
学科分类号
0202 ; 020205 ; 1203 ;
摘要
Purpose This study investigates the relationship between social commerce adoption determinants, perceived trust and purchase behaviour among pastry product consumers. Design/methodology/approach The research data were collected using a five-point Likert from 409 pastry consumers through an online survey. Partial least square-structural equation modelling (PLS-SEM) was utilised to test the study model and hypotheses. Findings The study findings indicate that pastry consumers perceived social commerce as effortless, engaging, enjoyable, can be trusted, simple to use and time-saving, motivating them to consume pastry products via social commerce platforms. Practical implications This study provides insights and implications for social commerce researchers and marketers related explicitly to perishable products. Originality/value This study is one of the few studies that predict and explain the consumer acceptance of social commerce in the pastry products realm. As only a handful of research has endeavoured to research social commerce, this study findings contribute to the conceptualisation of technology acceptance theory by understanding the determinants of social commerce adoption among consumers.
引用
收藏
页码:318 / 344
页数:27
相关论文
共 158 条
[11]   The future of social media in marketing [J].
Appel, Gil ;
Grewal, Lauren ;
Hadi, Rhonda ;
Stephen, Andrew T. .
JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, 2020, 48 (01) :79-95
[12]   Hedonic shopping motivations [J].
Arnold, MJ ;
Reynolds, KE .
JOURNAL OF RETAILING, 2003, 79 (02) :77-95
[13]  
Arumugam R., 2013, International Education Studies, V6, P157, DOI [DOI 10.5539/IES.V6N7P157, 10.5539/ies.v6n7p157]
[14]   Investigating the antecedents of e-commerce satisfaction in social commerce context [J].
Attar, Razaz Waheeb ;
Shanmugam, Mohana ;
Hajli, Nick .
BRITISH FOOD JOURNAL, 2021, 123 (03) :849-868
[15]   Social commerce-state-of-the-art and future research directions [J].
Baethge, Catherine ;
Klier, Julia ;
Klier, Mathias .
ELECTRONIC MARKETS, 2016, 26 (03) :269-290
[16]  
Bagozzi R.-P., 1988, Journal of the academy of marketing science, V16, P74, DOI [DOI 10.1007/BF02723327, 10.1007/BF02723327, 10.1177/009207038801600107]
[17]   Extending unified theory of acceptance and use of technology with perceived monetary value for smartphone adoption at the bottom of the pyramid [J].
Baishya, Kuldeep ;
Samalia, Harsh Vardhan .
INTERNATIONAL JOURNAL OF INFORMATION MANAGEMENT, 2020, 51
[18]  
Bajwa A., 2017, INT RES J COMMERCE L, V4, P16
[19]   Understanding mobile banking: The unified theory of acceptance and use of technology combined with cultural moderators [J].
Baptista, Goncalo ;
Oliveira, Tiago .
COMPUTERS IN HUMAN BEHAVIOR, 2015, 50 :418-430
[20]  
Barmola K C., 2010, Em Productivity, V51, P268