The Role of Social Commerce towards Purchase Intention of Fast Food amongst Karachiites in Post-COVID-19: A Moderating Effect of SERVQUAL

Abstract

Aim of the Study: This study examined how one's attitude impacts fast food purchase intention. Also, the study explored whether attitude toward fast-food shopping (click-and-mortars) mediates the relationship between purchase intention and social commerce acceptance. Predictors are performance expectancy, effort expectancy, social influence, and facilitating conditions, while attitude is the mediator and purchase intention is the outcome variable. The research has also taken SERVQUAL as a moderating variable between attitude towards fast-food and purchase meaning of fast food in Karachi.

Methodology: A sample of 419 responses has participated in this research based on the non-probability purposive sampling method. A 5-point Likert scale questionnaire was created as a data collection instrument, and the responses were gathered using a survey approach. For data analysis, the researchers employed PLS-SEM using Smart PLS.

Findings & Conclusion: Attitude positively mediates the relationship between performance expectancy and purchase intention. Attitude significantly positively moderates the relationship between effort expectancy and purchase intention. Attitude also substantially mediates the relationship between social influence and purchase intention. Attitude significantly wholly mediates the relationship between facilitating conditions and purchase intention. Lastly, SERVQUAL positively moderates the relationship between attitude and purchase intention. It is suggested that policymakers shape the customers' positive attitudes, and the government should establish policies that boost consumers' positive choices. As a result, it is recommended to managers that they should be involved in delivering clear information because it is crucial to consumer behavior.