<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>The factors influencing consumer purchase decisions in electronic commerce platforms and the interrelationships of each element are prevalent in the domain literature. However, a comprehensive analysis of the complex interrelationships among the success factors remains unexplored, especially in a social commerce context. To address the gap, this work evaluates the relationship structure and determines the critical factors using interpretive structural modelling (ISM). On the other hand, the Matrice d’Impacts Croisés Multiplication Appliquée á un Classement (MICMAC) is introduced to analyse the interaction of the factors and recognise the most relevant among them. In demonstrating the ISM-MICMAC analysis, this work performed a case study evaluating 13 factors of social commerce success for food products derived from a previous study. The findings of this work suggest that timeliness, data privacy policy, and Internet connectivity drive most other factors. Thus, focusing the resources on augmenting these factors consequently improves other factors. These findings suggest that sellers must streamline their overall service chain to maintain timeliness in their transactions, safeguard consumers’ data privacy, and uphold consumer communication efficiency to maximise Internet connectivity. These insights provide useful information to help decision-makers in the food industry allocate resources and encourage more consumers for social commerce. Several managerial insights were discussed.</p>
</abstract>

The factors influencing consumer purchase decisions in electronic commerce platforms and the interrelationships of each element are prevalent in the domain literature. However, a comprehensive analysis of the complex interrelationships among the success factors remains unexplored, especially in a social commerce context. To address the gap, this work evaluates the relationship structure and determines the critical factors using interpretive structural modelling (ISM). On the other hand, the Matrice d’Impacts Croisés Multiplication Appliquée á un Classement (MICMAC) is introduced to analyse the interaction of the factors and recognise the most relevant among them. In demonstrating the ISM-MICMAC analysis, this work performed a case study evaluating 13 factors of social commerce success for food products derived from a previous study. The findings of this work suggest that timeliness, data privacy policy, and Internet connectivity drive most other factors. Thus, focusing the resources on augmenting these factors consequently improves other factors. These findings suggest that sellers must streamline their overall service chain to maintain timeliness in their transactions, safeguard consumers’ data privacy, and uphold consumer communication efficiency to maximise Internet connectivity. These insights provide useful information to help decision-makers in the food industry allocate resources and encourage more consumers for social commerce. Several managerial insights were discussed.

Methodology of an interpretive structural map construction for social commerce success

Engineering Management in Production and Services

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

The factors influencing consumer purchase decisions in electronic commerce platforms and the interrelationships of each element are prevalent in the domain...

Methodology of an interpretive structural map construction for social commerce success

Publié en ligne: 10 oct. 2023

Pages: 101 - 114

Reçu: 10 mars 2023

Accepté: 01 juil. 2023

DOI: https://doi.org/10.2478/emj-2023-0023

Mots clés
consumer purchase, social commerce, food products, COVID-19

© 2023 Hazel Pijo et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Methodology of an interpretive structural map construction for social commerce success

Publié en ligne: 10 oct. 2023

Pages: 101 - 114

Reçu: 10 mars 2023

Accepté: 01 juil. 2023

DOI: https://doi.org/10.2478/emj-2023-0023

Mots clésconsumer purchase, social commerce, food products, COVID-19

© 2023 Hazel Pijo et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Mots clés
consumer purchase, social commerce, food products, COVID-19