Given the growing importance and demand for online food purchases, this study explores the new advancements in information and communication technologies (ICTs) by examining the key features of social commerce, trust and product’s attributes in the e-commerce environment. The aim is to investigate possible ICTs-related entrepreneurial opportunities in the food and beverage (F&B) industry.
The study uses a survey to collect data and applies Smart partial least squares to test the model.
The structural equation modelling results illustrated that social commerce constructs significantly impact trust, leading to customer’s purchase intention. Additionally, product’s attributes was found to have a significant relationship with customer’s purchase intention with trust being the most pertinent driver.
This study contributes to the F&B literature by highlighting the role of new forms of technologies in entrepreneurship activities, especially for small and medium-sized enterprises.
