MODELLING THE ANTECEDENTS THAT INFLUENCE BRAND INNOVATIVENESS, AGE AND PERSONAL INNOVATIVENESS IN SOCIAL COMMERCE SHOPPING BEHAVIOUR

De Freitas, Vanessa Fernandes

MODELLING THE ANTECEDENTS THAT INFLUENCE BRAND INNOVATIVENESS, AGE AND PERSONAL INNOVATIVENESS IN SOCIAL COMMERCE SHOPPING BEHAVIOUR

Thesis / Dissertation

2023

Abstract

Through the recent growth of information and communication technology and Web 2.0 technologies, a new branch of e-commerce called social commerce has emerged (Hajli, 2013). This study explores the effects of personal innovativeness on the relationship between brand innovativeness and customer-based brand equity among South African social commerce users, aged from 18 to 55 years, of all ethnicities. The conceptual model of the study proposes that the moderating effect of personal innovativeness and age influences the relationship between brand innovativeness and Customer-Based Brand Equity factors, namely brand trust, brand reputation, brand quality, brand credibility and brand loyalty in a social commerce context. The findings of this study aim to find insight regarding purchasing behaviours on local brands by active South African social users. Respondents who formed part of this investigation filled in an online survey to determine the factors that influence the decision to purchase a local brand. The results of the data was analysed using the Structural Equation Modelling (SEM) programme, more specifically Partial Least Squares 3.0 software package. Most hypotheses in the study were supported, whereas some were not supported. The relationships with the moderating effect of age between brand innovativeness and brand reputation, brand quality and brand credibility, brand trust and brand loyalty revealed a positive and significant relationship. The weakest relationships found was that of the moderating effect of personal innovativeness on brand innovativeness and brand trust and the moderating relationship of personal innovativeness on brand innovativeness and brand loyalty. Furthermore, the findings revealed that age plays an essential role in moderating and that due to individual's personal decision to adopt an innovation, personal innovativeness deems to be a subjective topic. The effects of personal innovativeness and age on brand innovativeness and CBBE factors in social commerce shopping behaviour are new insights provided by this study. The impact of brand innovativeness and quality on attitude (Boisvert & Ashill, 2011), the impact of brand equity and innovation on the long-term effectiveness of promotions (Slotegraaf & Pauwels, 2008), consumer innovativeness in the context of a robotic restaurant (Hwang, Park & Kim, 2020) and the effect of personal innovativeness for e-store loyalty (Jianlin & Qi, 2010) are examples of prior studies on brand and personal innovativeness that were investigated in different situations (Thakur, Angriawan & Summey, 2016). The majority of studies have evaluated the effects of CBBE factors on businesses, brands, and consumers. This study, however, made an effort to look at innovativeness and CBBE from the perspective of the customer. Taking into account the study's findings, management implications are crucial since they show how any company can improve its present and future business practices. The results based on this study calls on businesses to re-evaluate their present business plans and consider developing a social commerce strategy where trust may be established through trust drivers on their respective platforms.

Keywords

Commerce

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