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This study investigates the relationship between social commerce adoption determinants, perceived trust and purchase behaviour among pastry product consumers.

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.

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.

This study provides insights and implications for social commerce researchers and marketers related explicitly to perishable products.

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.

Social media users’ purchasing behaviour is yet to be fully understood by research. The purpose of this paper is to investigate how purchase intention is affected by social media user traits, cognitive factors (such as perceived control and trust) and individual beliefs, such as risk propensity and trustworthiness.

The authors propose and empirically test a model of purchase intention on social platforms. The study of over 500 active social media users finds the links between risk propensity, trust, technical efficacy and perceived control and explores the moderating effect of age and gender.

Purchase intention on social platforms is influenced by demographic factors, cognitive factors and beliefs. Both age and gender moderate the effects of beliefs and cognitive factors: age is a determinant of purchase intention for men, while beliefs are significant for younger women and cognitive factors are significant for older women.

This study involved a cross-sectional design via online survey of social networking users. Gender differences in purchase intentions are found which are, in turn, influenced by age. Further empirical testing of social purchase intention could include less experienced users or non-users.

The results of this study provide guidance for SNS providers and technology developers in social networking commerce in terms of the different drivers of purchase intention.

Social media users’ purchasing behaviour is yet to be fully understood. The study shows that purchase intention antecedents vary between genders and age groups of users. The identified connection between users’ perceptions of social networking sites (SNS) usage of personal information and purchase behaviour has an impact on the likelihood of user engagement in social transactions.

This research aims to conduct a comprehensive conceptual model and empirical validation of the integration of negative (ego-centric) and positive (altruistic and ego-centric) drivers of green buying based on social dilemma theory and psychological egoism theory.

Data were collected using a self-administered questionnaire survey and analyzed with hierarchical regression analysis.

The results indicate that moral obligations, green self-identity, environmental concern and social pressure are positively related to green purchase intention, while perceived cost of green purchasing and price sensitivity are negatively. Meanwhile, social pressure positively moderates the relationship between price sensitivity and consumers' green purchasing intention, but negatively moderates the relationship between perceived cost of green purchasing and consumers' green purchasing intention.

First, this study is a comprehensive model of the concept and empirical validation of the integration of negative (ego-centric) and positive (altruistic and ego-centric) drivers of green buying. Specially, this study emphasizes the neglected importance of positive ego-centric factors of green consumer behavior. Second, this study explicitly incorporated the moderating effect of social pressure in the context of China. Since green buying is a social dilemma, the changes in this social dilemma after being affected by social pressure under the Chinese collectivist culture are also worth noting. Third, little is known about what motivates green consumption in emerging economies, and this has been hampered by a lack of cultural knowledge, conceptual richness and behavioral research that critically analyses consumer behavior.

The purpose of the paper is to explore the factors that drive or hinder organisations to implement socially responsible purchasing.

A literature analysis is complemented with empirical data from interviews with 20 private and public Swedish organisations.

The findings from the literature analysis are compared with findings from Swedish organisations. The study finds that in Swedish organisations, the main drivers for socially responsible purchasing include stakeholder influence and organisational values, media and NGOs' attention and employees' concern. The main barriers are a lack of resources for supplier audits, difficulties to ensure that all suppliers fulfil the code of conduct, differences in culture and management style, low levels of social standards and high levels of corruption in some countries of supply, all of which makes assurance practices a very costly enterprise.

Future research could compare socially responsible purchasing (SRP) practices of focal organisations from different countries and deepen the understanding of contextual factors that shape responses of suppliers situated in different regions.

Although exploratory in nature, this study assists managers and public procurers with a greater understanding of the drivers and barriers of socially responsible purchasing, as well as of success factors for integrating social aspects into purchasing practices.

The paper contributes to the limited body of literature on the drivers and barriers for organisations to initiate and maintain the work on socially responsible purchasing.

The purpose of this paper is to develop a benchmark tool that can be applied to improve corporate social responsibility (CSR) in purchasing. The tool has been tested on two companies that illustrate how the benchmarking tool can be applied.

A literature review provides arguments for the importance of a benchmarking tool in the area of social responsible purchasing. The literature review also provides information about the practices and activities that can be applied as well as a structure for these. Empirical data are based on the sustainability reports of two companies.

A benchmarking tool for social responsible purchasing is developed. The tool facilitates companies in their structuring, categorising and presenting of relevant data in order to benchmark their social responsibility in purchasing. The testing of the tool provided concrete examples of activities that can be used to address different aspects of CSR in purchasing.

The largest contribution is the development of a benchmarking tool that can be of great help for companies and organisations in their striving towards increased social responsibility in purchasing. The tool provides guidance to companies who want to understand the areas in which their strengths and weaknesses lie. The paper can also inspire and motivate companies to discover and try new ideas and ways to address CSR matters in purchasing.

The paper develops a benchmarking tool that can be applied in the area of corporate social responsible purchasing.

Social recommendation has been recognized as a kind of e-commerce with large potential, but how social recommendations influence consumer decisions is still unclear. This paper aims to investigate how recommendations from different social ties influence consumers’ purchase intentions through both behavior and brain activity.

Utilizing behavioral (N = 70) and electroencephalogram (EEG) (N = 49) experiments, this study explored participants’ behavior and brain responses after being recommended by different social ties. The data were analyzed using statistical inference and event-related potential (ERP) analysis.

Behavioral results show that social tie strength positively impacts purchase intention, which can be fitted by a logarithmic model. Moreover, recommender-to-customer similarity and product affect mediate the effect of tie strength on purchase intention serially. EEG findings show that recommendations from weak tie strength elicit larger N100, N200 and P300 amplitudes than those from strong tie strength. These results imply that weak tie strength may motivate individuals to recruit more mental resources in social recommendation, including unconscious processing of consumer attention and conscious processing of cognitive conflict and negative emotion.

This study considers the effects of continuous social ties on purchase intention and models them mathematically, exploring the intrinsic mechanisms by which strong and weak ties influence purchase intentions through recommender-to-customer similarity and product affect, contributing to the applications of the stimulus-organism-response (SOR) model in the field of social recommendation. Furthermore, our study adopting EEG techniques bridges the gap of relying solely on self-report by providing an avenue to obtain relatively objective findings about the consumers’ early-occurred (unconscious) attentional responses and late-occurred (conscious) cognitive and emotional responses in purchase decisions.

Consumers may enjoy the information sharing and social support made available when a social media platform is used for pre-purchase research; however, do consumers reevaluate the privacy and security of the platform differently when ordering and payment capabilities are added? As social media systems have evolved into social commerce platforms (SCPs), individuals are often faced with whether to complete a purchase they have been researching or switch to a traditional e-commerce platform to complete the transaction. This research examines consumer trust formation in the SCP channel and how consumer interest and engagement in the channel are maintained and influence consumer decisions to purchase via the SCP.

Based on trust and involvement literature, a research model was conceptualized to capture consumer beliefs about SCP privacy and security and whether the SCP can be trusted, using these inputs into subsequent consumer interest, engagement and decisions on whether to use the SCP for purchasing. The research model was empirically tested using the panel data's structural equation modeling (AMOS) (n = 405). The data showed acceptable reliability and convergent validity, while the original research model provides predictive validity and theory-confirming insights.

Results confirm that consumer perceptions of privacy and security play a crucial role as decision criteria, informing their judgments of whether a new social commerce channel can be trusted enough to conduct purchases. Further, consumer trust supports their interest in the SCP, resulting in enduring and enhanced behavioral use and, to a lesser extent, purchase intent. Still, a majority of this sample declined to purchase using the SCP and rather preferred to transact on tried and trusted traditional e-commerce sites.

This study is among the first to examine trust formation in new SCPs, where consumers are deciding to expand their engagement level from social and informational to commercial.

The paper explores how social networks influence Cameroonian consumers' buying behavior. Then, the authors examine customers' advertising perceptions and psychological dispositions to explain their purchase intention and behavioral consumption.

The research framework is developed based on Nelson's theory of advertising by studying advertising perceptions, consumer psychological dispositions associated with social network characteristics and behavioral consumption. Using partial least squares structural equation modeling (PLS-SEM), the validation takes support from 231 responses collected with an online questionnaire from Cameroun.

The study reveals three critical results: (1) consumers' perceptions of advertising significantly influence their psychological disposition, (2) consumers' psychological dispositions and the social network significantly influence their intention to purchase and (3) consumers' intention to purchase significantly impacts their behavioral consumption.

The proposed and validated model contributes to understanding the influence of social network communication on customers' buying behavior on social s-Commerce platforms of developing country enterprises.

Customers are interested in finding service recommendations, reviews and word of mouth using social networking platforms. These service reviews are useful for enhancing service quality, level of information and engagement, and purchase intention of customers. The purpose of this paper is to uncover which social networking platform is more useful for the exchange of service reviews and how organizations are improving purchase intention as well as service quality in the light of customer’s reviews/experiences.

The study is exploratory in nature because it aims to understand the use of social networking platforms for enhancing service quality and the purchase intention of customers using a purposive sampling technique. To meet the objective of this study, non-directive and semi-structured interviews have been conducted with customers and marketing teams in the banking sector and internet service providers.

The results show that social networking websites are helpful in fostering responsiveness, awareness, assurance, reliability and empathy. However, respondents revealed serious concerns regarding the privacy of personal and financial information especially in the context of the banking sector. It has been found that official Facebook pages of service-providing organizations, open and closed local community Facebook groups, sponsored ads and promotional advertisements on Facebook, WhatsApp groups and YouTube video comments are more frequently used to exchange service reviews (i.e. influence the process of purchase decision) among friends, friends of friends, family members and the general public. The selected customers and market team respondents revealed that local community Facebook groups (i.e. open groups and closed groups) have gained prime importance for enhancing service quality and purchase decisions.

The effective and well-organized use of social networking platforms can foster service reviews, word of mouth, level of service awareness, interactive communication, intention to purchase, social influence, social trust and services quality. Furthermore, online social networking platforms require a lower level of advertisement costs and offer huge amounts of information, discussions, enquires, service stories, word of mouth, transactions and interactions of consumers.

The present study is exploratory in nature because it selects an under-researched issue regarding the use of social networking applications to enhance levels of purchase intention and service quality. There is limited literature which has combined the multiple constructs in a single study (i.e. social media platforms, cross-platform platforms, service quality and purchase intention of consumers). Most of the previous studies are dependent on various dimensions of service quality (i.e. “reliability, responsiveness, assurance, empath and tangibles”). However, the present study extracted that respondents have given more preferences of services awareness and privacy compared to traditional elements of service quality.

This paper aims to examine the relationship between social presence and consumer purchase intention in the context of livestreaming commerce and test the mediating role of immersive experience and the moderating role of positive emotions.

The authors used a convenience sampling method to select 408 college students from a university in Ganzhou as the participants. They employed structural equation modeling to test the hypotheses, as well as Hayes' PROCESS to test the mediation and moderation effects.

The authors found that immersion experiences partially mediate the relationship between social presence and consumers' purchase intentions and positive emotions moderate the “social presence–immersion experience–consumer purchase intentions” path. Therefore, social presence constitutes a moderating mediating effect on consumer purchase intentions.

This study offers meaningful insights into how livestreamers and e-retailers can stimulate consumers' buying behavior in livestreaming environments. E-commerce platforms should strengthen consumer interactions and increase consumers' perceptions of social presence. In addition, companies should meet the social and psychological needs of consumers and generate positive emotional resonance.

This research sheds light on the effect of social presence on consumer purchase intentions in livestreaming commerce and extends the social presence literature by investigating the mediation mechanism of immersive experience.