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

Faradewi Bee A. Rahman (Faculty of Hotel and Tourism Management, Universiti Teknologi MARA,Puncak Alam, Malaysia)
Mohd Hafiz Hanafiah (Faculty of Hotel and Tourism Management, Universiti Teknologi MARA,Puncak Alam, Malaysia)
Mohd Salehuddin Mohd Zahari (Faculty of Hotel and Tourism Management, Universiti Teknologi MARA,Puncak Alam, Malaysia)
Lovelyna Benedict Jipiu (Faculty of Hotel and Tourism Management, Universiti Teknologi MARA,Puncak Alam, Malaysia)

British Food Journal

ISSN: 0007-070X

Article publication date: 30 March 2022

Issue publication date: 2 January 2023

694

Abstract

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.

Keywords

Acknowledgements

The work described in this study was funded by the Universiti Teknologi MARA Selangor, Campus Puncak Alam, Malaysia (UiTM) under DUCS 2.0 grant: 600-UiTMSEL (PI.5/4) (045/2020).

Citation

Rahman, F.B.A., Hanafiah, M.H., Zahari, M.S.M. and Jipiu, L.B. (2023), "Social commerce adoption: a study on consumer's online purchase behaviour of perishable pastry products", British Food Journal, Vol. 125 No. 1, pp. 318-344. https://doi.org/10.1108/BFJ-07-2021-0796

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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