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Consumers’ Purchase Intention of Organic Food via Social Media: The Perspectives of Task-Technology Fit and Post-acceptance Model

Frontiers in psychology, 2020-11, Vol.11, p.579274-579274 [Peer Reviewed Journal]

COPYRIGHT 2020 Frontiers Research Foundation ;Copyright © 2020 You, Jong and Wiangin. 2020 You, Jong and Wiangin ;ISSN: 1664-1078 ;EISSN: 1664-1078 ;DOI: 10.3389/fpsyg.2020.579274 ;PMID: 33224070

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  • Title:
    Consumers’ Purchase Intention of Organic Food via Social Media: The Perspectives of Task-Technology Fit and Post-acceptance Model
  • Author: You, Jun-Jer ; Jong, Din ; Wiangin, Uraiporn
  • Subjects: Natural foods industry ; organic food ; Organic foods ; partial least squares ; post-acceptance model ; Psychology ; Social media ; task-technology fit
  • Is Part Of: Frontiers in psychology, 2020-11, Vol.11, p.579274-579274
  • Description: In the past, consumers were mainly informed about organic food by newspapers, magazines, and television advertisements. However, when consumers buy organic products in the market, they cannot get a complete information about the products from the appearance of the various products. In order to overcome this information asymmetry, social media has become an indispensable part of the promotion of organic food by providing a clear distinction between certified organic products and other types of products in the market. The purpose of this study is to demonstrate the antecedents and consequences of the influence of social media on the consumers’ selection of organic food, based on the post-acceptance model (PAM) and task-technology fit model. The empirical results indicated task characteristics and technology characteristics had the significant effects on confirmation of the expectations and perceived usefulness through the task-technology fit. Besides, the confirmation of expectations and perceived usefulness also influenced significantly the satisfaction and continuance intention, respectively. Finally, the results presented in this article would contribute to the practical and academic implications and recommendations on the promotion of organic food in the social media platform.
  • Publisher: Frontiers Research Foundation
  • Language: English
  • Identifier: ISSN: 1664-1078
    EISSN: 1664-1078
    DOI: 10.3389/fpsyg.2020.579274
    PMID: 33224070
  • Source: GFMER Free Medical Journals
    PubMed Central
    ROAD: Directory of Open Access Scholarly Resources
    DOAJ Directory of Open Access Journals
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