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 s...

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Main Author:	A. Rahman, Faradewi Bee
Format:	Thesis
Language:	English
Published:	2021
Subjects:	Consumer behavior Consumers' preferences Consumer research Including consumer profiling
Online Access:	https://ir.uitm.edu.my/id/eprint/60742/1/60742.pdf
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id	my-uitm-ir.60742
record_format	uketd_dc
spelling	my-uitm-ir.607422023-07-16T03:10:12Z Factors affecting consumer purchase and usage behaviour of social commerce: a case of perishable pastry products / Faradewi Bee A. Rahman 2021-11 A. Rahman, Faradewi Bee Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling Desserts, pies, and puddings. Pastry 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. 2021-11 Thesis https://ir.uitm.edu.my/id/eprint/60742/ https://ir.uitm.edu.my/id/eprint/60742/1/60742.pdf text en public phd doctoral Universiti Teknologi MARA Faculty of Hotel and Tourism Management Mohd Hanafiah, Mohd Hafiz (Associate Professor Dr.)
institution	Universiti Teknologi MARA
collection	UiTM Institutional Repository
language	English
advisor	Mohd Hanafiah, Mohd Hafiz (Associate Professor Dr.)
topic	Consumer behavior Consumers' preferences Consumer research Including consumer profiling Consumer behavior Consumers' preferences Consumer research Including consumer profiling
spellingShingle	Consumer behavior Consumers' preferences Consumer research Including consumer profiling Consumer behavior Consumers' preferences Consumer research Including consumer profiling A. Rahman, Faradewi Bee Factors affecting consumer purchase and usage behaviour of social commerce: a case of perishable pastry products / Faradewi Bee A. Rahman
description	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.
format	Thesis
qualification_name	Doctor of Philosophy (PhD.)
qualification_level	Doctorate
author	A. Rahman, Faradewi Bee
author_facet	A. Rahman, Faradewi Bee
author_sort	A. Rahman, Faradewi Bee
title	Factors affecting consumer purchase and usage behaviour of social commerce: a case of perishable pastry products / Faradewi Bee A. Rahman
title_short	Factors affecting consumer purchase and usage behaviour of social commerce: a case of perishable pastry products / Faradewi Bee A. Rahman
title_full	Factors affecting consumer purchase and usage behaviour of social commerce: a case of perishable pastry products / Faradewi Bee A. Rahman
title_fullStr	Factors affecting consumer purchase and usage behaviour of social commerce: a case of perishable pastry products / Faradewi Bee A. Rahman
title_full_unstemmed	Factors affecting consumer purchase and usage behaviour of social commerce: a case of perishable pastry products / Faradewi Bee A. Rahman
title_sort	factors affecting consumer purchase and usage behaviour of social commerce: a case of perishable pastry products / faradewi bee a. rahman
granting_institution	Universiti Teknologi MARA
granting_department	Faculty of Hotel and Tourism Management
publishDate	2021
url	https://ir.uitm.edu.my/id/eprint/60742/1/60742.pdf
_version_	1783735166546477056

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

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