Narrow Results

As firms continue to use social media checkout and shopping integrations, and social media platforms become primary search engines for consumers, social commerce is slowly replacing traditional e-commerce. However, there is still a limited understanding of why consumers frequently switch between e-commerce and social commerce platforms during the process by which they discover and purchase a product. This study attempts to bridge this gap by investigating the switching behavior from traditional e-commerce to social commerce at the consumer level. By following a mixed-methods approach, this study develops and empirically validates a research model derived using the push–pull–mooring framework and the findings of the exploratory study. The test results showed that the proposed research model explains a large portion (0.607%) of the variance in consumers’ switching intentions. Besides, social influence was also found to moderate the impact of push and pull factors on switching intention.

By applying the PLS-SEM method to survey the data of 350 samples in Indonesia, this paper develops a framework based on three potential elements: push effect (partnership and cooperation, rules and regulations, value practices), pull effect (government support, market sophistication, environmental awareness), and mooring effect (technological support and switching costs) about the transition of micro, small, and medium enterprises (MSMEs) towards green practices. The study reveals that these factors exhibit variations in terms of statistical significance. The findings indicate that an increase in the push effect and pull effect significantly influences the switching behaviour of MSME owners/managers. In contrast, concerning the mooring effect, each element demonstrates varying levels of direct influence on the transition towards green practices in MSMEs, with some impacts proving to be statistically significant and others not. Overall, these findings shed light on the intricate dynamics of MSMEs environmental responsibility, offering valuable insights for policymakers and practitioners.