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

Social commerce adoption: a study on consumer's online purchase behaviour of perishable pastry... This study investigates the relationship between social commerce adoption determinants, perceived trust and purchase behaviour among pastry product consumers.Design/methodology/approachThe 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.FindingsThe 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 implicationsThis study provides insights and implications for social commerce researchers and marketers related explicitly to perishable products.Originality/valueThis 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png British Food Journal Emerald Publishing

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

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0007-070X
DOI
10.1108/bfj-07-2021-0796
Publisher site
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Abstract

This study investigates the relationship between social commerce adoption determinants, perceived trust and purchase behaviour among pastry product consumers.Design/methodology/approachThe 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.FindingsThe 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 implicationsThis study provides insights and implications for social commerce researchers and marketers related explicitly to perishable products.Originality/valueThis 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.

Journal

British Food Journal – Emerald Publishing

Published: Jan 2, 2023

Keywords: Social commerce; Pastry products; Technology adoption; Purchase behaviour

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