Microenterprises Social Media Product Information and Its Impact on Consumer Information Adoption and Purchase Decision in Malaysia

Abstract

This study examines the influence of microenterprises’ social media product information on consumer information adoption and purchase intention in Malaysia. Drawing on the Information Adoption Model, the study proposes that information credibility, information quality, and information usefulness influence consumers’ adoption of product information, which subsequently affects purchase intention. A quantitative research design was employed, and data were collected through an online questionnaire distributed to consumers in Malaysia who actively search for product information on microenterprises’ social media platforms. A total of 388 valid responses were analysed using Structural Equation Modeling with AMOS. The findings reveal that information credibility, information quality, and information usefulness all have significant positive effects on information adoption. Among these factors, information usefulness emerged as the strongest predictor. The results further indicate that information adoption has a significant positive effect on purchase intention. The proposed model explained 81% of the variance in information adoption and 62% of the variance in purchase intention. This study contributes to the literature by extending the Information Adoption Model to the context of microenterprises and social media marketing in Malaysia. The findings also provide practical implications for microenterprises by highlighting the importance of providing credible, high-quality, and useful product information to enhance consumer engagement and purchase intention.