Understanding the Dynamics of e-WOM in Food Delivery Services: A SmartPLS Analysis of Consumer Acceptance

Journal of theoretical and applied electronic commerce research, Journal Year: 2025, Volume and Issue: 20(1), P. 18 - 18

Published: Jan. 25, 2025

The evidence on e-commerce rapidly adopting and expanding has led to a high degree of changes in consumer behavior, with food delivery platforms playing pivotal role the digital economy. current study highlights interplay between perception, acceptance, electronic word mouth (e-WOM) assessed context chain. By integrating latent variables, such as trust, purchase intentions, perceived usefulness, psychological distance, explores e-WOM influencing perception acceptance within services. Data collection analysis implied qualitative approach by issuing an online survey gathering 835 valid responses, further quantitatively through structural equation modelling. data reveal validity two general hypotheses, according which is positively connected influence was added. stresses importance for chains gain insight implement strategies based its peers’ suggestions recommendations. research actively contributes theoretical discourse chain management related consumers’ experience, order competitively position it markets well global industry.

Language: Английский

The Role of Greenfluencers’ Communication in Overcoming Consumers’ Barriers to Circular Economy: An Explorative Study on @Eco.narratrice

Sustainability, Journal Year: 2025, Volume and Issue: 17(5), P. 1994 - 1994

Published: Feb. 26, 2025

Consumers encounter significant psychological and social barriers that hinder their participation in ecological transitions. Green influencers (or Greenfluencers), through communication style perceived credibility, have the potential to increase consumer awareness engagement with circular practices. Previous research has focused on green influencers’ role eco-friendly purchases, but impact promoting economy behaviors is less studied. To address this gap, present explorative study investigates how can shape consumers’ perceptions of adopting economies. Using a single case Italian Greenfluencer “@Eco.narratrice” (Elisa Nicoli), paper examines content creators’ obstacles prevent consumers from embracing models context. Our findings reveal different effectiveness adoption barriers. While helps reduce like knowledge gaps essentialism, it may also heighten concerns about switching costs, inertia, cynicism. The contribute growing literature influencers, offering new insights into broader effects This provides for marketing managers leveraging Greenfluencers promote business models. It feedback refine strategies, helping them better CE barriers, particularly areas where efforts fail achieve desired impact.

Language: Английский