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

Abstract

PurposeThis 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.