Purchase intention in social commerce

How Brand Knowledge Affects Purchase Intentions in Fresh Food E-Commerce Platforms: The Serial Mediation Effect of Perceived Value and Brand Trust

The intense competition among fresh food e-commerce platforms in China has reduced the market share of the leading firms. This study aims to establish a model framework based on brand knowledge, perceived value, brand trust, and purchase intention to improve the market competitiveness of fresh food e-commerce platforms. Based on the analysis of 475 questionnaires using SmartPLS software, the results indicate that the established model framework provides an excellent explanation and forecasting (R2 = 45.5%) for consumers' intentions to purchase fresh food. The path analysis results of this study show that there are significant positive effects among the model variables. Among antecedent variables, brand image has the greatest influence on perceived value, perceived value has the greatest influence on brand trust, and brand trust has the most significant impact on purchase intention. Furthermore, perceived value and brand trust have noteworthy mediating and serial mediating effects on brand knowledge and purchase intention. These findings have important implications for theoretical and managerial practices in the context of fresh food e-commerce platforms, providing insights on how to enhance customer purchase intentions.

Factors affecting clothing purchase intention in mobile short video app: Mediation of perceived value and immersion experience

Based on the stimulus-organism-response (SOR) framework, this research introduces perceived value and immersive experience, and builds a model of media interaction affecting consumers’ consumption of clothing in mobile short video app (MSVA). Among the conducted survey, using the method of questionnaire survey, a total of 820 questionnaires were collected, and data from 752 valid questionnaires were used for analysis. The research results showed that the MSVA media interaction has a positive impact on perceived value, immersion experience, and purchase intention; Perceived value has a significant positive impact on immersion experience and purchase intention; Immersion experience has a significant positive impact on purchase intention. Perceived value and immersion experience play a mediating role in the relationship between social media interactivity and purchase intention. This research will provide theoretical support for clothing marketing businesses of MSVA and suggestions for the development and design of MSVA.

Let's Buy With Social Commerce Platforms Through Social Media Influencers: An Indian Consumer Perspective

The COVID-19 pandemic has had a substantial impact on the retail industry around the globe, including in the vast market of India. The response to the pandemic required stores to close and develop new ways to approach shoppers more efficiently. The worldwide usage of social media enabled the growth of social commerce (s-commerce). Influencers on s-commerce platforms use live broadcasting on their channels to promote endorsed products. The features of s-commerce influencers enhance users' trust in the online community and s-commerce intention, impacting their online purchasing intentions. In this study, we collected data from 379 Indian consumers to test the measurement and structural model using Partial Least Square-Structural Equation Modeling (PLS-SEM) to verify our conceptual framework. We found that trust in the online community and s-commerce intention are antecedents of online purchase intentions. Additionally, the results demonstrate that trust in Indian social media influencers and s-commerce intentions are vital for boosting consumers' purchase intention, verifying the hypothesized mediating effect of these factors. Based on these results, we suggest several managerial actions that could enhance the value of s-commerce for franchises, executives, e-retailers, and e-marketplaces.

Decision Making With an Alternative Mindset in an Online Shopping Environment: Identifying User Intentions Toward Facebook-Commerce

Considering the current global trend in the digital economy, Facebook commerce (f-commerce) is an indispensable component of today’s digital commerce. The purpose of this research is to test the proposed model to validate current theories that evaluate the relationships between online trust and customer f-commerce usage intentions. It has also been proposed to improve usage intention by integrating the relationship between perceived value and trust in electronic commerce (e-commerce). The data was gathered using a structured questionnaire and analyzed with structural equation modeling (SEM; n = 435). In this study, gender has been discussed as a moderating factor. The findings describe the positive relationships that exist between antecedents of trust and user intentions toward f-commerce. Furthermore, according to the findings of the study, females are more concerned than males about developing their intentions to utilize f-commerce for online shopping. Theoretical and practical implications are also presented in this study.

The Integration of the Technology Acceptance Model and Value-Based Adoption Model to Study the Adoption of E-Learning: The Moderating Role of e-WOM

The Technology Acceptance Model (TAM) has lately been utilized in a number of studies to investigate why people reject or adopt new technologies like mobile commerce or e-learning. However, several studies have found weaknesses in TAM’s ability to predict consumers’ purchase intention behavior. To compensate for TAM’s weaknesses, this study presents a model that integrates all of TAM’s components with the Value-Based Adoption Model (VAM). The perceived benefits and sacrifices were considered to provide a list of the implications for both researchers and e-learning service providers. Furthermore, the moderating role of e-word of mouth was utilized to examine the relationship between attitude, intention, perceived value, and intention toward e-learning, in order to match the current circumstances with the growing popularity of social networks. This study was conducted with a quantitative analysis by using data collected from survey 417 e-learning consumers. Except for perceived fee, which has a negative effect on perceived value, the results demonstrate that all hypotheses of latent correlations in TAM and VAM were strongly significant. Furthermore, attitude and perceived value have a significant role in determining consumer adoption of e-learning. Consumers’ perceived value will be driven by the high and low levels of the moderating influence of e-word of mouth, influencing their intention toward e-learning. Since e-learning is an effective sustainable education system, the result of this study can provide a good solution to facilitate e-learning in current and future conditions.

Exploring the Relationship Between Visual Aesthetics and Social Commerce Through Visual Information Adoption Unimodel

The visual revolution and attention economy of the digital world have put visual aesthetic communication into the primary position of social media marketing. However, this phenomenon remains underexplored within social commerce research. This study thus develops a visual information adoption unimodel (VIAUM), to explore the relationship between visual aesthetics and social commerce intentions. Users with social commerce experience are invited to complete our online survey, and 321 valid data are collected. The results reveal that visual aesthetics has direct and indirect (via perceived usefulness) effects on the social commerce intention of users. Besides, interdependent self-construal (InterSC) strengthens the direct effect between visual aesthetics and social commerce intention. In contrast, independent self-construal weakens the mediation effects of perceived usefulness. This study is among the first attempts to empirically examine the intervening mechanism and boundary conditions between the visual aesthetics of self-presentation of micro-celebrity and the social commerce intention of consumers.

Exploring consumers’ intent to use smart libraries with technology acceptance model

Purpose

Scientific advances and the emergence of a wide range of broadband services have resulted in the internet developing as a critical component of most peoples’ daily lives. The rapid development of the global economy and improvements to the information network speed and reliability have driven a radical evolution of the concept of “library.” Modern information technologies have not only drastically altered the functionality and accessibility of libraries, but it is no longer a matter of the library community to use scientific and technological innovation ideas and techniques to promote its business. The sample of this study was distributed to the consumers of the Guangdong Intelligent Library for the questionnaire.

Design/methodology/approach

A total of 520 questionnaires were distributed, returning 375 validresponses for an effective recovery rate of 72%.

Findings

Perceptual ease of use has a positive and direct impact on perceptual usefulness. Perceptual ease of use has a positive and direct impact on attitude. Perceptual usefulness has a positive and direct impact on attitude. Perceptual usefulness has a positive direct impact on behavioral intentions. Attitude has a positive and direct impact on behavioral intentions. Subjective norms have a positive and direct impact on behavioral intentions. Perceptual behavioral control has a positive and direct impact on behavioral intentions. Perceptual behavioral control has a positive and direct impact on behavior. Behavioral intentions have a positive and direct impact on behavior.

Originality/value

Based on the survey results and analysis, recommendations are made to help smart libraries integrate artificial intelligence methods to provide highly attractive service offerings in an extremely competitive environment.

The correlation analysis between the service quality of intelligent library and the behavioral intention of users

Purpose

The purpose of this study was to explore the effect of innovative service mode of intelligent library on improving the service quality and a series of impacts on user behavior. With the rapid development of information technology, internet of things has become an important carrier of people’s “intelligent life”. The emergence of intelligent library will no longer be limited by space; it is affecting people’s lives and work imperceptibly. This new service mode was studied here, and the relationship between the service quality of intelligent library and users’ behavior was analyzed from the perspective of user acceptance and use behavior of intelligent library. Moreover, this study explores how to optimize the service quality to let users accept this technology and service mode and thus realize the original idea.

Design/methodology/approach

Through 800 questionnaires issued to the users in the Zhejiang Provincial AI Library, the authors obtained the study data. Among the received questionnaires, 676 copies are valid, and 124 responses are either incomplete or not answered, and so, the efficient rate is 84.5 per cent.

Findings

There is a significantly positive correlation between service innovation and service quality. There is a significantly positive correlation between service quality and behavioral intention. There is a significantly positive correlation between service innovation and behavioral intention.

Originality/value

From the point of view of innovative service, this paper analyzes the effect of innovative service mode of intelligent library on improving the service quality and a series of impacts on user behavior. This study confirms that intelligent library is a relatively new service innovation. Users’ curiosity and exploration will make them access some relevant information. As a result, a reasonably innovative service is an important factor in users’ acceptance behavior.