Modeling the Nexus Between Perceived Value, Risk, Negative Marketing, and Consumer Trust with Consumers' Social Cross-Platform Buying Behaviour in India Using Smart-PLS
Authors: Singh Ajit Kumar , Raghuwanshi Sandeep , Sharma Sudarshana , Khare Vikas , Singhal Abhishek , Tripathi Meenakshi , Banerjee Subhojit 
Published: August 2023

Purpose: The purpose of the study is to highlight the need for research on the relationship between consumer value, risk, and trust in the context of social cross-platform perceptions, specifically in India. The study aims to provide insights into how these factors influence consumers' cross-platform buying behavior, ultimately contributing to a better understanding of online shopping dynamics and informing strategies for building trust and enhancing consumer experiences in the online shopping environment.

Methodology: The research methodology involved conducting a survey among 320 online shoppers in India. The objective was to investigate the relationship between social cross-platform perceptions of consumer value, risk, and trust in the context of online shopping. The researchers developed a questionnaire to collect data on perceived value, risk propensity, trust, and cross-platform buying behavior. Partial least squares (PLS) path modeling were used to analyze the data, revealing significant effects of perceived value, risk propensity, and trust on consumers' cross-platform buying behavior.

Finding: This research focuses on the rise of social cross-platform buying behaviour in India and examines the influence of perceived risk, perceived value, trust, and marked negative reporting on consumer behaviour. The study found that consumers' perceptions of perceived risk and perceived value significantly impact their likelihood of using social e-commerce platforms like Meesho. Perceived risk refers to the level of uncertainty or potential harm associated with a purchase, while perceived value refers to the benefits or worth a consumer perceives from a product or service. Marked negative reporting refers to negative reviews or news articles that can impact a consumer's trust in a platform.

Managerial implication: The study's managerial implications highlight the importance of reducing perceived risk, increasing perceived value, and building trust to improve social e-commerce marketing strategies. Organizations should be cautious of negative reporting and its impact on consumer behavior. Researchers can gain insights into consumer behavior and the significance of trust and perceived risk in driving purchase decisions in the context of social e-commerce marketing. To encourage cross-platform purchases, companies should address negative reports from other platforms, establish trust with consumers, and find ways to minimize perceived risk associated with social media purchases.

Value: A significant contribution to the body of knowledge is achieved through testing and subsequent confirmation of the effects of online purchasing in the study model. This research enhances our understanding of the factors influencing online purchasing in the context of social cross-platform interactions. By investigating the relationship between Risk, Trust and various constructs within the social cross-platform framework, this study provides valuable insights into the dynamics of consumer behavior in the digital era.