Technology acceptance and electronic word-of-mouth adoption in digital alternative food network

Alternative Food Network (AFN) supports the transition toward more sustainable food systems through shorter supply chains and closer interactions between producers and consumers. However, limited evidence explains how technology acceptance and electronic word-of-mouth (eWOM) adoption jointly shape consumers’ purchase intention toward agri-fresh produce in digital AFN. This study examines this relationship using an extended Technology Acceptance Model that incorporates eWOM adoption. Data were collected from consumers in Bandung, Indonesia, who were accustomed to purchasing agri-fresh produce through conventional food channels and had previously accessed information related to digital AFN. Data were analyzed using Partial Least Squares Structural Equation Modeling. The results suggest that perceived ease of use has the strongest direct effect on purchase intention, followed by perceived usefulness and eWOM adoption. There is a significant positive association between perceived ease of use and perceived usefulness. eWOM adoption is also significantly and positively associated with perceived ease of use and perceived usefulness. The indirect-effect analysis further shows significant relationships between eWOM adoption and purchase intention through perceived ease of use and perceived usefulness. These findings highlight that consumers’ purchase intention in digitally enabled AFN depends on both technology acceptance and eWOM adoption. In practical terms, digital AFN actors should provide user-friendly purchasing processes and encourage consumers to share useful product information and purchasing experiences through digital channels.