Factors affecting consumer purchase and usage behaviour of social commerce: a case of perishable pastry products / Faradewi Bee A. Rahman

Social media development has generated a new model of electronic commerce, called
social commerce. The social commerce model combines commercial and social media
activities by integrating social technologies into e-commerce. Previously through
e-commerce, small and medium entrepreneurs products such as groceries and pastries
have lower acceptance value among online consumers as they are easily perishable.
Since then, social commerce has allowed small and medium entrepreneurs, especially
those selling perishable products, to target and engage the broader online consumer
markets. However, little empirical research exists on consumers' social commerce
acceptance and usage, especially on perishable foods such as pastry products. Thus,
this study investigates the inter-relationship between social commerce acceptance and
usage determinants, trust, purchase behaviour, and pastry products consumers. In
addition, this study also assesses whether age generation moderates the relationship
between social commerce acceptance and usage determinants and pastry products
consumers' purchase behaviour. Data was collected from 409 pastry consumers
through an online survey. Data were analysed using SPSS version 24 and SmartPLS
version 3.1.1 software. The study findings primarily indicate that pastry consumers
perceived social commerce as engaging, enjoyable, and simple to use and saves time.
In addition, the results show that peer control has the most significant impact on social
commerce usage among the younger generations. The study findings contribute to the
technology acceptance theory by understanding the determinants of technology
adoption among social commerce consumers. Such perspectives contribute to the
body of knowledge, theoretical, and methodological aspects.