This study is one of the few studies that predict and explain the consumer acceptance of social commerce in the pastry products realm. This study provides insights and implications for social commerce researchers and marketers related explicitly to perishable products. 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. Partial least square-structural equation modelling (PLS-SEM) was utilised to test the study model and hypotheses. The research data were collected using a five-point Likert from 409 pastry consumers through an online survey. This study investigates the relationship between social commerce adoption determinants, perceived trust and purchase behaviour among pastry product consumers.
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