Consumer Purchase Intention for Food Products in Facebook E-Commerce Platforms During COVID-19 Lockdowns

Consumer Purchase Intention for Food Products in Facebook E-Commerce Platforms During COVID-19 Lockdowns

Rose Arceño (Palompon Institute of Technology, Philippines), Jason G. Tuang-Tuang (Palompon Institute of Technology, Philippines), Romil Asoque (Palompon Institute of Technology, Philippines), Rey Cesar Olorvida (Palompon Institute of Technology, Philippines), Neil Egloso (Palompon Institute of Technology, Philippines), Edwin Ramones (Palompon Institute of Technology, Philippines), Rey Ann Bande (Palompon Institute of Technology, Philippines), Ruby Mary Encenzo (Palompon Institute of Technology, Philippines), Janeth Aclao (Palompon Institute of Technology, Philippines), Romel Mejos (Palompon Institute of Technology, Philippines), Jessa Turalba (Palompon Institute of Technology, Philippines), Ronald Lacaba (Palompon Institute of Technology, Philippines), Fatima Maturan (Cebu Technological University, Philippines), Samantha Shane Evangelista (Cebu Technological University, Philippines), Joerabell Lourdes Aro (Cebu Technological University, Philippines), and Lanndon Ocampo (Cebu Technological University, Philippines)
Copyright: © 2022 |Pages: 26
DOI: 10.4018/IJSKD.313929
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This work employs the decision-making trial and evaluation laboratory (DEMATEL) analysis in elucidating the holistic relationships among the factors that affect the intention of consumers to purchase products via e-commerce. In demonstrating the DEMATEL, a case study evaluating 13 factors of consumer purchase intention of food products via Facebook e-commerce platforms, derived from a focus group discussion, was carried out in this work. The context of the analysis is positioned during the early phase of the COVID-19 pandemic, where strict physical distancing measures were implemented. The findings of this work suggest that reliability, food product quality and safety, and convenience are the key factors influencing consumer purchase intention, with reliability as the most prominent. These results offer practical insights that would aid decision-makers in food enterprises in allocating resources and designing initiatives to attract consumers to purchase food products through e-commerce platforms. Some managerial takeaways are outlined in this work.
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1. Introduction

Electronic commerce (e-commerce) is revolutionizing the traditional way of marketing and distribution of products (Goyal et al., 2019). As a result of changes in the information and communication technology (ICT) landscape, e-commerce is presently increasing quickly in various emerging markets and developing economies (Reardon et al., 2021a). Thus, large enterprises, as well as micro-businesses, have adopted e-commerce platforms for business transactions (Zilber & de Araújo, 2012). E-commerce has been rapidly growing in recent decades, and by the next two years, more or less 70% of consumers will be involved in online purchases (Spruit & Almenar, 2021). Specifically, it continues to provide changes to the food sector, particularly in introducing new products, innovations in supply chain structures, and transforming how food products are bought, sold, and distributed (Gee et al., 2020).

An unprecedented increase in people buying food online hit its mark in February 2020, when the COVID-19 pandemic worsened globally (Alaimo et al., 2020; Gao et al., 2020). The emergence of COVID-19 has posed an unexpected threat to public health, affecting the global economy and supply chain (Din et al., 2022). To deal with COVID-19, governments were collectively aiming for a slow virus transmission within communities by implementing strict health protocols, thus limiting people’s mobility outside their households (Tong et al., 2021; Din et al., 2022). It reduced the demand for restaurant and hotel services while raising the demand for food delivery (Reardon et al., 2021b). In line with this obligatory circumstance and with the interest of people in online shopping due to some attractive factors (Basar et al., 2021), people are gradually inclined to purchase food and necessities through such e-commerce platforms in order to meet their needs and their consumption (Sheth, 2020; Lin et al., 2021). Virtual marketplaces of various companies emerge where Social Networking Sites (i.e., Facebook, Instagram, Twitter) are the baseline to continually connect with their consumers (Hajli et al., 2014a; Hajli et al., 2014b). These recent developments make e-commerce in the food sector an increasingly important domain in the current literature (Din et al., 2022; Spruit & Almenar, 2021; Hajli et al., 2014a). For brevity, the specific works tackling this topic are omitted here, but the reader is referred to the most recent reviews on food e-commerce (e.g., Jiang et al., 2021; Voldnes et al., 2021; Zhang & Berghäll, 2021).

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