International Journal of

ADVANCED AND APPLIED SCIENCES

EISSN: 2313-3724, Print ISSN: 2313-626X

Frequency: 12
line decor
  
line decor

 Volume 11, Issue 9 (September 2024), Pages: 76-87

----------------------------------------------

 Original Research Paper

Understanding purchase intentions in crisis: The role of trust and perceived value in Sudan's F-commerce during the COVID-19 pandemic

 Author(s): 

 Anwar Yahia Shams Eldin *

 Affiliation(s):

 Department of Business Administration, College of Business, University of Bisha, Bisha, Saudi Arabia

 Full text

  Full Text - PDF

 * Corresponding Author. 

  Corresponding author's ORCID profile: https://orcid.org/0000-0002-5853-7420

 Digital Object Identifier (DOI)

 https://doi.org/10.21833/ijaas.2024.09.009

 Abstract

This study investigates how purchase intentions on Facebook's commerce platform (F-commerce) are shaped during crises. Focusing on Sudanese customers, the research examines the roles of perceived value, trust, and consumption value in influencing purchase intentions. The study specifically looks at how trust mediates the relationship between perceived value and purchase intentions, as well as how perceived value mediates the relationship between cosmopolitanism value and purchase intentions. The goal is to better understand the mechanisms that enhance purchase intentions in Sudan, a developing country facing crises during and after the COVID-19 pandemic. An analysis of 355 responses reveals that trust mediates some aspects of perceived value's influence on purchase intentions but not others. Notably, the mediation of cosmopolitanism's impact on purchase intentions only occurs when perceived security, safety, and logistics values (affected by fuel shortages) are considered. The findings provide a basis for future research using this mediation model to explore the drivers of e-commerce purchase intentions in similar underdeveloped countries during crises where the use of digital technology for commerce is limited.

 © 2024 The Authors. Published by IASE.

 This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/).

 Keywords

 F-commerce, Purchase intentions, Perceived value, Trust, Mediation model

 Article history

 Received 13 March 2024, Received in revised form 10 August 2024, Accepted 3 September 2024

 Acknowledgment

The authors are thankful to the Deanship of Scientific Research at the University of Bisha for supporting this work through the Fast-Track Research Support Program.

 Compliance with ethical standards

 Ethical considerations

This study was conducted with informed consent from all participants, ensuring confidentiality and anonymity of their responses. Data was collected solely for research purposes, and ethical approval was obtained from the relevant institutional committee.

 Conflict of interest: The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

 Citation:

 Eldin AYS (2024). Understanding purchase intentions in crisis: The role of trust and perceived value in Sudan's F-commerce during the COVID-19 pandemic. International Journal of Advanced and Applied Sciences, 11(9): 76-87

 Permanent Link to this page

 Figures

 Fig. 1 

 Tables

 Table 1 Table 2 Table 3 Table 4 

----------------------------------------------   

 References (55)

  1. Abou Ali AA, Ali AA, and Mostapha N (2021). The role of country of origin, perceived value, trust, and influencer marketing in determining purchase intention in social commerce. BAU Journal-Society, Culture and Human Behavior, 2(2): 10. https://doi.org/10.54729/2789-8296.1051   [Google Scholar]
  2. Akter S, Ashrafi T, and Waligo V (2021). Changes in consumer purchasing behavior due to COVID-19 pandemic. Journal of Marketing and Consumer Research, 77: 33-46.   [Google Scholar]
  3. Al Harazi YK, Tian G, Shah SAA, Al Harazi AK, Alwan SY, and Amer AMA (2023). Unlocking the potential of e-commerce in Yemen: Identifying key impacting factors and exploring strategic solutions. Sustainability, 15(18): 13712. https://doi.org/10.3390/su151813712   [Google Scholar]
  4. Al-Adwan AS and Kokash H (2019). The driving forces of Facebook social commerce. Journal of Theoretical and Applied Electronic Commerce Research, 14(2): 15-32. https://doi.org/10.4067/S0718-18762019000200103   [Google Scholar]
  5. Alam S and Rahman M (2022). COVID-19 impact on Facebook-based social commerce in Bangladesh. International Journal of Electrical and Computer Engineering, 12(2): 1636-1649. https://doi.org/10.11591/ijece.v12i2.pp1636-1649   [Google Scholar]
  6. Al-Bourini FA, Aljawarneh NM, Almaaitah MF, Altahat S, Alomari ZS, and Sokiyna MY (2021). The role of e-word of mouth in the relationship between online destination image, e-satisfaction, e-trust and e-service quality for international tourists perception. Journal of Information Technology Management, 13(Special Issue): 92-110.   [Google Scholar]
  7. Ali M, Ibrahim ABMA, Rejal A, and Abou EAE (2021). The mediating role of technology perception in the relationship between customer experience and the adoption of e-payment cards during the COVID-19 pandemic. Uncertain Supply Chain Management, 9(4): 1047-1060.   [Google Scholar]
  8. Alonso-Dos-Santos M, Alguacil Jiménez M, and Carvajal-Trujillo E (2020). Facebook commerce usage intention: A symmetric and asymmetric approach. Information Technology and Management, 21: 145-156. https://doi.org/10.1007/s10799-019-00311-2   [Google Scholar]
  9. Al-Tit AA, Omri A, and Hadj TB (2020). The driving factors of the social commerce intention of Saudi Arabia’s online communities. International Journal of Engineering Business Management, 12. https://doi.org/10.1177/1847979019899746   [Google Scholar]
  10. Andersson U, Cuervo-Cazurra A, and Nielsen B (2014). From the Editors: Explaining interaction effects within and across levels of analysis. Journal of International Business Studies, 45: 1063–1071. https://doi.org/10.1057/jibs.2014.50   [Google Scholar]
  11. Attia AM, Gürce MY, Fakhr RA, and Friedman B (2020). The impact of social media on Sudan's uprising behaviour. International Journal of Business Forecasting and Marketing Intelligence, 6(3): 186-203. https://doi.org/10.1504/IJBFMI.2020.111374   [Google Scholar]
  12. Bansal G and Muzatko S (2021). Shipping and return shipping prices and online purchase intentions: The role of gender and product price category. International Journal of Business, 26(3): 53-71.   [Google Scholar]
  13. Brahem M and Boussema S (2023). Social media entrepreneurship as an opportunity for women: The case of Facebook-commerce. The International Journal of Entrepreneurship and Innovation, 24(3): 191-201. https://doi.org/10.1177/14657503211066010   [Google Scholar]
  14. Bushara MA, Abdou AH, Hassan TH, Sobaih AEE, Albohnayh AS, Alshammari WG, Aldoreeb M, Elsaed AA, and Elsaied MA (2023). Power of social media marketing: How perceived value mediates the impact on restaurant followers’ purchase intention, willingness to pay a premium price, and E-WoM? Sustainability, 15(6): 5331. https://doi.org/10.3390/su15065331   [Google Scholar]
  15. Buttle F and Maklan S (2019). Customer relationship management: Concepts and technologies. Routledge, London, UK. https://doi.org/10.4324/9781351016551   [Google Scholar]
  16. Chamnankit C, Ru-Zhue J, and Aujirapongpan S (2023). Buying behavior of Japanese second-hand furniture: Online channels; Facebook and Instagram. GSC Advanced Research and Reviews, 16(2): 061-068. https://doi.org/10.30574/gscarr.2023.16.2.0336   [Google Scholar]
  17. Chen SC and Lin CP (2019). Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction. Technological Forecasting and Social Change, 140: 22-32. https://doi.org/10.1016/j.techfore.2018.11.025   [Google Scholar]
  18. Chen WK, Ling CJ, and Chen CW (2023). What affects users to click social media ads and purchase intention? The roles of advertising value, emotional appeal and credibility. Asia Pacific Journal of Marketing and Logistics, 35: 1900-1916. https://doi.org/10.1108/APJML-01-2022-0084   [Google Scholar]
  19. Elshaer IA, Alrawad M, Lutfi A, and Azazz AM (2024). Social commerce and buying intention post COVID-19: Evidence from a hybrid approach based on SEM–fsQCA. Journal of Retailing and Consumer Services, 76: 103548. https://doi.org/10.1016/j.jretconser.2023.103548   [Google Scholar]
  20. Fadul N, Hussein ME, and Fadul AA (2021). Re-opening Sudan: The balance between maintaining daily living and avoiding the next peak of COVID-19. Current Tropical Medicine Reports, 8: 231-237. https://doi.org/10.1007/s40475-021-00237-2   [Google Scholar] PMid:33816059 PMCid:PMC8006878
  21. García-Salirrosas EE, Acevedo-Duque Á, Marin Chaves V, Mejía Henao PA, and Olaya Molano JC (2022). Purchase intention and satisfaction of online shop users in developing countries during the COVID-19 pandemic. Sustainability, 14: 6302. https://doi.org/10.3390/su14106302   [Google Scholar]
  22. Green B (2020). International higher education and global citizenship education: The rise of critical cosmopolitanism’s ‘personhood’ in the age of COVID-19. Knowledge Cultures, 8: 55-59. https://doi.org/10.22381/KC8320208   [Google Scholar]
  23. Grigoli GA, Júnior MFDS, and Pedra DP (2024). Challenges and perspectives for humanitarian logistics: A comparative study between the Democratic Republic of Congo, the Central African Republic and the Republic of South Sudan. Journal of Humanitarian Logistics and Supply Chain Management, 14(4): 384-398. https://doi.org/10.1108/JHLSCM-07-2022-0087   [Google Scholar]
  24. Hair JF, Hult GTM, Ringle CM, Sarstedt M, Danks NP, and Ray S (2021). Partial least squares structural equation modeling (PLS-SEM) using R: A workbook. Springer Nature, Berlin, Germany. https://doi.org/10.1007/978-3-030-80519-7   [Google Scholar]
  25. Halim E, Januardin R, and Hebrard M (2020). The impacts of e-payment system and impulsive buying to purchase intention in e-commerce. In the International Conference on Information Management and Technology, IEEE, Bandung, Indonesia: 847-852. https://doi.org/10.1109/ICIMTech50083.2020.9211154   [Google Scholar]
  26. Hammouri Q, Al-Gasawneh JA, Nusairat NM, Hanandeh A, and Barakat S (2021). The determinants of trust and its influence on online buying intention: An empirical study on social commerce in Jordan. Annals of the Romanian Society for Cell Biology, 25(5): 4522-4539.   [Google Scholar]
  27. Kaur Sahi G, Sehgal S, and Sharma R (2017). Predicting customers recommendation from co-creation of value, customization and relational value. Vikalpa, 42: 19-35. https://doi.org/10.1177/0256090916686680   [Google Scholar]
  28. Kim HW, Chan HC, and Gupta S (2007). Value-based adoption of mobile internet: An empirical investigation. Decision Support Systems, 43: 111-126. https://doi.org/10.1016/j.dss.2005.05.009   [Google Scholar]
  29. Lee SH and Fenich GG (2018). Reconnoitering relationships among value, trust, affect, and loyalty at association events. Journal of Convention and Event Tourism, 19(3): 313-326. https://doi.org/10.1080/15470148.2018.1470053   [Google Scholar]
  30. Leong LY, Jaafar NI, and Ainin S (2018). Understanding Facebook commerce (F-commerce) actual purchase from an artificial neural network perspective. Journal of Electronic Commerce Research, 19(1): 75-103. https://doi.org/10.1037/t67487-000   [Google Scholar]
  31. Li Z, Shu S, Shao J, Booth E, and Morrison AM (2021). Innovative or not? The effects of consumer perceived value on purchase intentions for the palace museum’s cultural and creative products. Sustainability, 13(4): 2412. https://doi.org/10.3390/su13042412   [Google Scholar]
  32. Liu C and Hong J (2020). The effects of consumer cosmopolitanism and consumer ethnocentrism on cross-border e-commerce in China. Journal of International Trade and Commerce, 16(3): 43-57. https://doi.org/10.16980/jitc.16.3.202006.43   [Google Scholar]
  33. Liu C, Wang S, and Jia G (2020). Exploring e-commerce big data and customer-perceived value: An empirical study on Chinese online customers. Sustainability, 12(20): 8649. https://doi.org/10.3390/su12208649   [Google Scholar]
  34. Long F, Bhuiyan MA, Aziz NA, and Rahman MK (2022). Predicting young Chinese consumers’ intentions to purchase Western brands: Structural model analysis. PLOS ONE, 17(5): e0267563. https://doi.org/10.1371/journal.pone.0267563   [Google Scholar] PMid:35522658 PMCid:PMC9075654
  35. Maqableh M, Obeidat Z, Obeidat A, Jaradat M, Shah MH, and Masa’deh RE (2021). Examining the determinants of Facebook continuance intention and addiction: The moderating role of satisfaction and trust. Informatics, 8(3): 62. https://doi.org/10.3390/informatics8030062   [Google Scholar]
  36. Musbah A and Kartiwi M (2017). Factors hindering the adoption of business-to-consumer (B2C) in developing countries: A case study of Sudan. Information Management and Business Review, 9(4): 28-33. https://doi.org/10.22610/imbr.v9i4.1896   [Google Scholar]
  37. Nguyen NT and Pham TN (2021). Consumer attitudinal dispositions: A missing link between socio-cultural phenomenon and purchase intention of foreign products: An empirical research on young Vietnamese consumers. Cogent Business and Management, 8(1): 1884345. https://doi.org/10.1080/23311975.2021.1884345   [Google Scholar]
  38. Olaleye B, Hamdan S, and Awwad R (2021). The mediation-moderation effect on the nexus between social media adoption, customer satisfaction, social media competence and SMEs performance during COVID-19 pandemic. International Journal of Data and Network Science, 5(4): 803-814. https://doi.org/10.5267/j.ijdns.2021.x.001   [Google Scholar]
  39. Reardon T, Heiman A, Lu L, Nuthalapati CS, Vos R, and Zilberman D (2021). “Pivoting” by food industry firms to cope with COVID‐19 in developing regions: E‐commerce and “copivoting” delivery intermediaries. Agricultural Economics, 52(3): 459-475. https://doi.org/10.1111/agec.12631   [Google Scholar] PMid:34230730 PMCid:PMC8250822
  40. Rouibah K, Al-Qirim N, Hwang Y, and Pouri SG (2021). The determinants of eWoM in social commerce: The role of perceived value, perceived enjoyment, trust, risks, and satisfaction. Journal of Global Information Management, 29(3): 75-102. https://doi.org/10.4018/JGIM.2021050104   [Google Scholar]
  41. Ruck DJ, Borycz J, and Bentley RA (2021). Cultural values predict national COVID-19 death rates. SN Social Sciences, 1: 74. https://doi.org/10.1007/s43545-021-00080-2   [Google Scholar] PMid:34693315 PMCid:PMC7939727
  42. Seegebarth B, Backhaus C, and Woisetschläger DM (2019). The role of emotions in shaping purchase intentions for innovations using emerging technologies: A scenario‐based investigation in the context of nanotechnology. Psychology and Marketing, 36(9): 844-862. https://doi.org/10.1002/mar.21228   [Google Scholar]
  43. Shahadat MH, Nekmahmud M, Ebrahimi P, and Fekete-Farkas M (2023). Digital technology adoption in SMEs: What technological, environmental and organizational factors influence in emerging countries? Global Business Review. https://doi.org/10.1177/09721509221137199   [Google Scholar]
  44. Sleiman KAA, Jin W, Juanli L, Lei HZ, Cheng J, Ouyang Y, and Rong W (2022). The factors of continuance intention to use mobile payments in Sudan. SAGE Open, 12(3). https://doi.org/10.1177/21582440221114333   [Google Scholar]
  45. Sleiman KAA, Juanli L, Cai X, Lei H, and Liua R (2021). Antecedents of the adoption of the new mobile payment system in Sudan. Revista Argentina de Clínica Psicológica, 30(2): 212-227.   [Google Scholar]
  46. Steel G (2021). Going global–going digital: Diaspora networks and female online entrepreneurship in Khartoum, Sudan. Geoforum, 120: 22-29. https://doi.org/10.1016/j.geoforum.2021.01.003   [Google Scholar]
  47. Sullivan YW and Kim DJ (2018). Assessing the effects of consumers’ product evaluations and trust on repurchase intention in e-commerce environments. International Journal of Information Management, 39: 199-219. https://doi.org/10.1016/j.ijinfomgt.2017.12.008   [Google Scholar]
  48. Tahir M (2021). A study of factors affecting customers purchase intention for online shopping of fashion products among Omani customers. International Journal of Management and Entrepreneurship Research, 3(7): 266-276. https://doi.org/10.51594/ijmer.v3i7.247   [Google Scholar]
  49. Tandon A, Kaur P, Bhatt Y, Mäntymäki M, and Dhir A (2021). Why do people purchase from food delivery apps? A consumer value perspective. Journal of Retailing and Consumer Services, 63: 102667. https://doi.org/10.1016/j.jretconser.2021.102667   [Google Scholar]
  50. Ventre I, Mollá-Descals A, and Frasquet M (2021). Drivers of social commerce usage: A multi-group analysis comparing Facebook and Instagram. Economic Research-Ekonomska Istraživanja, 34(1): 570-589. https://doi.org/10.1080/1331677X.2020.1799233   [Google Scholar]
  51. Wang J, Shahzad F, Khan I, and Siyal AW (2022). Decision making with an alternative mindset in an online shopping environment: Identifying user intentions toward Facebook-commerce. Frontiers in Psychology, 13: 848931. https://doi.org/10.3389/fpsyg.2022.848931   [Google Scholar]
  52. Warganegara DL and Babolian Hendijani R (2022). Factors that drive actual purchasing of groceries through e-commerce platforms during COVID-19 in Indonesia. Sustainability, 14(6): 3235. https://doi.org/10.3390/su14063235   [Google Scholar]
  53. Watanabe EA, Alfinito S, Curvelo IC, and Hamza KM (2020). Perceived value, trust and purchase intention of organic food: A study with Brazilian consumers. British Food Journal, 122(4): 1070-1184. https://doi.org/10.1108/BFJ-05-2019-0363   [Google Scholar]
  54. Xiang H, Chau KY, Iqbal W, Irfan M, and Dagar V (2022). Determinants of social commerce usage and online impulse purchase: Implications for business and digital revolution. Frontiers in Psychology, 13: 837042. https://doi.org/10.3389/fpsyg.2022.837042   [Google Scholar] PMid:35242088 PMCid:PMC8886314
  55. Yang F, Tang J, Men J, and Zheng X (2021). Consumer perceived value and impulse buying behavior on mobile commerce: The moderating effect of social influence. Journal of Retailing and Consumer Services, 63: 102683. https://doi.org/10.1016/j.jretconser.2021.102683   [Google Scholar]