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

Abstract

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 tasktechnology 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.

Continuance Intention of University Students and Online Learning during the COVID-19 Pandemic: A Modified Expectation Confirmation Model Perspective

“…Also, for the architecture integrating TTF and ECT, Cheng [46] probed into the persistent impact of cloud online learning and believed that the integration of ECT and TTF could better explain the persistence of cloud online learning. You, Jong, and Wiangin [47] also found that the integration of TTF and ECT could better explain the antecedents and consequences of the impact of social media on consumers' choice of organic food. However, the outbreak of COVID-19 forced all Chinese universities to offer online learning in the hope of making up for the failure to complete offline teaching tasks in classrooms.…”

Consumer usage behavior of internet-based services (IBS) in Pakistan during COVID-19 crisis from the perspective of technology acceptance model

“…Therefore, perceived usefulness can be expressed as the degree of individual user's belief that using internet-based services during COVID-19 would bring improved performances (Davis 1989, Okcu et al 2019, in the context of communication, interaction, and work. Several researchers' findings have supported the significant contribution of perceived usefulness towards individuals' attitude (Briz-Ponce et al 2017;Teo et al 2019;Wu and Chen 2017), and behavioral intention (Ait Youssef et al 2020;Al-Okaily et al 2020;Cordente-Rodriguez et al 2020;Kong et al 2020;Nikou et al 2017;Okcu et al 2019;Rafique et al 2019;Saleem and Nor 2020;Teo et al 2019;Wu and Chen 2017;You et al 2020), to use information technology in various contexts.…”

“…Many studies have explored TAM model with external factors (Ait Youssef et al 2020;Al-Okaily et al 2020;Briz-Ponce et al 2017;Chen et al 2011;Cordente-Rodriguez et al 2020;Hur et al 2015;Nikou et al 2017;Okcu et al 2019;Rafique et al 2019;Sagnier et al 2020;Saleem et al 2020;Singh and Srivastava 2019;Sukendro et al 2020;Teo et al 2019;Wismantoro et al 2020;Watat et al 2020;Wu and Chen 2017;You et al 2020), and without integrated external variables (Davis 1989;Kong et al 2020), in TAM model regarding behavioral intention and use of different technological implications.…”

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