Methodology of an interpretive structural map construction for social commerce success

Pijo Hazel, Aguilar Aethyl, Catarongan Mitzie Ann, Orioque Janet, Atibing Nadine May, Wenceslao Charldy, Evangelista Samantha Shane, Aro Joerabell Lourdes, Maturan Fatima, Yamagishi Kafferine and Ocampo Lanndon ()
Additional contact information
Pijo Hazel: Palompon Institute of Technology, Philippines
Aguilar Aethyl: Palompon Institute of Technology, Philippines
Catarongan Mitzie Ann: Palompon Institute of Technology, Philippines
Orioque Janet: Palompon Institute of Technology, Philippines
Atibing Nadine May: Cebu Technological University, Philippines
Wenceslao Charldy: Cebu Technological University, Philippines
Evangelista Samantha Shane: Cebu Technological University, Philippines
Aro Joerabell Lourdes: Cebu Technological University, Philippines
Maturan Fatima: Cebu Technological University, Philippines
Yamagishi Kafferine: Cebu Technological University, Philippines
Ocampo Lanndon: Cebu Technological University, Philippines

Engineering Management in Production and Services, 2023, vol. 15, issue 3, 101-114

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.

Keywords: consumer purchase; social commerce; food products; COVID-19 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:ecoman:v:15:y:2023:i:3:p:101-114:n:7

DOI: 10.2478/emj-2023-0023

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