The Effects of Consumer Trust and Satisfaction on Consumer Social Commerce Adoption in Rural Areas
Article Sidebar
Main Article Content
Abstract
This study investigates consumer purchase intention in social media commerce, particularly within the social media fashion business in rural area. That with limitation and geographical challenge, isolated rural area consumer experience more expensive shipment cost, and higher uncertainty of goods delivery. Consumer adoption of social media commerce for online purchase might involve higher trust level compare to cities area with better logistic infrastructure. Following the collection of valid data from 122 respondents in Papua, an analysis was done to determine its overall reliability, discriminant validity, structural model analysis, path coefficients and t-statistics, and Importance-Performance Matrix Analysis with PLS-SEM method. Consumer trust is significant in the context of consumer social media adoption in Papua, followed by consumer satisfaction, both of which positively influence perceived ease of use and perceived usefulness. The outcome demonstrates that consumers' trust and satisfaction in rural area are importance factors that affect consumer adoption of social media commerce and should be broadened in order to maintain the firm competitiveness for long terms.
Article Details
References
Aimee, R. M. (2019). A thorough literature review of customer satisfaction definition, factors affecting customer satisfaction and measuring customer satisfaction. International Journal of Advanced Research, 7(9), 828–843. https://doi.org/https://doi.org/10.21474
Alameeri, K. A., Alshurideh, M. T., & Al Kurdi, B. (2021). The effect of covid-19 pandemic on business systems’ innovation and entrepreneurship and how to cope with it: A theatrical view. In The Effect of Coronavirus Disease (COVID-19) on Business Intelligence (pp. 275–288). Springer.
Alghamdi, E. A. & Bogari, N. (2020). The Impact of Social Media Platforms “Instagram” and “Snapchat” on the Purchasing Decision - Structural Equation Modelling Approach: Social Media Platforms. International Journal of Online Marketing (IJOM), 10(1), 72–94. https://doi.org/http://doi.org/10.4018/IJOM.2020010105
Ali, S., Khalid, N., Javed, H. M., & Islam, D. M. Z. (2021). Consumer Adoption of Online Food Delivery Ordering (OFDO) Services in Pakistan: The Impact of the COVID-19 Pandemic Situation. In Journal of Open Innovation: Technology, Market, and Complexity (Vol. 7, Issue 1). https://doi.org/10.3390/joitmc7010010
Almazrouei, F. A., Alshurideh, M., Al Kurdi, B., & Salloum, S. A. (2021). Social Media Impact on Business: A Systematic Review BT - Proceedings of the International Conference on Advanced Intelligent Systems and Informatics 2020 (A. E. Hassanien, A. Slowik, V. Snášel, H. El-Deeb, & F. M. Tolba (eds.); pp. 697–707). Springer International Publishing.
Bougie, R., & Sekaran, U. (2019). Research methods for business: A skill building approach.
Chen, L., & Wang, R. (2016). Trust development and transfer from electronic commerce to social commerce: an empirical investigation. American Journal of Industrial and Business Management, 6(05), 568.
Daud, A., Farida, N., Andriansah, A., & Razak, M. (n.d.). Impact of customer trust toward loyalty: The mediating role of perceived usefulness and satisfaction. 2018, 13(2), 235–242.
Farooq, A., & Moon, M. A. (2020). Service fairness, relationship quality and customer loyalty in the banking sector of Pakistan. Pakistan Journal of Commerce and Social Sciences (PJCSS), 14(2), 484–507.
Fulmer, A., & Dirks, K. (2018). Multilevel trust: A theoretical and practical imperative. In Journal of Trust Research (Vol. 8, Issue 2, pp. 137–141). Taylor & Francis. https://doi.org/https://doi.org/10.1080/21515581.2018.1531657
Hajli, M. (2013). A research framework for social commerce adoption. Information Management & Computer Security, 21(3), 144–154. https://doi.org/https://doi.org/10.1108/imcs-04-2012-0024
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43, 115–135.
Jebb, A. T., Ng, V., & Tay, L. (2021). A review of key Likert scale development advances: 1995–2019. Frontiers in Psychology, 12, 637547. https://doi.org/https://doi.org/10.3389/fpsyg.2021.637547
Khan, K. A., Akhtar, M. A., & Tripathi, P. K. (2020). Perceived usefulness of social media in financial decision-making: Differences and similarities. Innovative Marketing.
Khasawneh, R. T. (2017). Social media as a new emerging tool of marketing. In Strategic Uses of Social Media for Improved Customer Retention (pp. 1–10). IGI Global. https://doi.org/https://doi.org/10.4018/978-1-5225-1686-6.ch001
Kim, J. J., Kim, S., & Choi, J. (2020). Purchase now and consume later: Do online and offline environments drive online social interactions and sales? Journal of Business Research, 120, 274–285. https://doi.org/https://doi.org/10.1016/j.jbusres.2019.09.021
Krath, J., Schürmann, L., & Von Korflesch, H. F. O. (2021). Revealing the theoretical basis of gamification: A systematic review and analysis of theory in research on gamification, serious games and game-based learning. Computers in Human Behavior, 125, 106963.
Lu, B., Fan, W., & Zhou, M. (2016). Social presence, trust, and social commerce purchase intention: An empirical research. Computers in Human Behavior, 56, 225–237.
Mahliza, F. (2020). Consumer trust in online purchase decision. EPRA International Journal of Multidisciplinary Research (IJMR), 6(2), 142–149. https://doi.org/https://doi.org/10.36713/epra4022
Makransky, G., & Petersen, G. B. (2021). The cognitive affective model of immersive learning (CAMIL): A theoretical research-based model of learning in immersive virtual reality. Educational Psychology Review.
Mănescu, V.-A., Militaru, G., Barbu, A., Neghină, R.-A., & Ilie, D.-G. (2020). The Adoption of New Ecommerce Technologies in Romanian SME. https://doi.org/https://doi.org/10.33422/2nd.conferenceme.2020.10.40
Mittendorf, C., Berente, N., & Holten, R. (2019). Trust in sharing encounters among millennials. Information Systems Journal, 29(5), 1083–1119.
Mulyantina, P. (2019). The Influence of Online and Offline Strategic Marketing Communication to Purchase Intention of Singapore Airlines. CoverAge: Journal of Strategic Communication, 9(2), 1–10.
Oliver, R. L. (2014). Satisfaction: A behavioral perspective on the consumer. Routledge.
Paravastu, N., Ramanujan, S., & Ratnasingam, P. (2016). Role of Trust in Ecommerce: A Comprehensive Model of Interpersonal.
Park, H., Choi, H. W., & Lee, H.-H. (2019). Effects of image congruity of social commerce and fashion brand types on purchase intention-Moderating effects of trust and price sensitivity. The Research Journal of the Costume Culture, 27(2), 81–97.
Pop, R.-A., Săplăcan, Z., Dabija, D.-C., & Alt, M.-A. (2022). The impact of social media influencers on travel decisions: The role of trust in consumer decision journey. Current Issues in Tourism, 25(5), 823–843.
Sánchez-Sánchez, M.-D., Pablos-Heredero, C. De, & Montes-Botella, J.-L. (2021). The internal demand of cultural tourism: Understanding satisfaction and fidelity to destination in spain through a non-linear structural model. Sustainability, 13(23), 13487.
Siagian, V. (2019). Reviewing service quality of Uber: Between customer satisfaction and customer expectation. Abstract Proceedings International Scholars Conference, 7(1), 1283–1292.
Srivastava, R. (2017). Social media engagement and return on engagement. Contemporary Issues in Social Media Marketing. Routledge
Strang, K. D. (2019). Consumer Behavior in Online Risky Purchase Decisions: Exploring Trustworthiness Across Culture. In In Multigenerational online behavior and media use: Concepts, methodologies, tools, and applications (pp. 720–748). IGI Global.
Van Pinxteren, M. M. E., Pluymaekers, M., & Lemmink, J. G. A. M. (2020). Human-like communication in conversational agents: a literature review and research agenda. Journal of Service Management, 31(2), 203–225.
Wijaya, I. W., Rai, A. A., & Hariguna, T. (2019). The impact of customer experience on customer behavior intention use in social media commerce, an extended expectation confirmation model: An empirical study. Management Science Letters, 9(12), 2009–2020. https://doi.org/https://doi.org/10.5267/j.msl.2019.7.005
Yansen, E., Widjaja, A. W., & Bernato, I. (2021). Personal brand orientation: An exploration of its antecedents and consequences. Revista De Investigaciones Universidad Del Quindío, 33(2), 309–319. https://doi.org/https://doi.org/10.33975/riuq.vol33n2.756.