中小企業（SMEs）對印尼經濟具有重大貢獻，占國內生產毛額（GDP）超過 61%，並提供 97% 的就業機會（印尼財政部，2021）。在此產業中，食品與飲料（F&B）產業占中小企業的 42.7%，展現出顯著的成長潛力（亞太經濟合作組織，2020）。隨著數位平台改變消費者行為，電子商務與社交商務已成為中小企業的重要銷售管道，尤其對傳統上屬於勞力密集的食品加工業更為關鍵。然而，如何有效運用這些平台以提升購買意圖仍是一大挑戰。本研究探討電子商務／社交商務行為（ESB）、感知產品品質（PQ）與促銷展示（SPD）對印尼消費者針對中小企業食品與飲料品牌之購買意圖（PI）的影響。本研究亦探討感知享樂價值（PHV）的中介角色，以及電子口碑（eWOM）與產品資訊重要性（IP）的調節效果。研究資料來自對 210 位印尼消費者所進行的線上問卷調查，並運用結構方程模型（SEM）進行分析。結果顯示，PHV 完全中介 ESB 與 PI 之關係，並部分中介 PQ 與 SPD 對 PI 的影響。而 eWOM 並未顯示顯著的調節效果，IP 則正向調節 PQ 與 PI 之關係，並負向調節 SPD 與 PI 之關係。本研究結果凸顯情感與體驗價值在網路購買決策中的核心角色，並強調在數位行銷策略中整合高品質溝通、情感共鳴內容與策略性促銷設計的重要性。此研究對消費者行為與數位行銷領域提供理論上的洞見與實務上的指引，幫助中小企業在新興數位市場中更有效地發展。

Micro, Small, and Medium Enterprises (SMEs) significantly contribute to Indonesia’s economy, accounting for over 61% of GDP and 97% of employment (Ministry of Finance Indonesia, 2021). Within this sector, the food and beverage (F&B) industry, representing 42.7% of SMEs, holds substantial growth potential (Asia-Pacific Economic Cooperation, 2020). As digital platforms transform consumer behavior, e-commerce and social commerce have become vital channels for SMEs, particularly in the traditionally labor-intensive food processing sector. However, effectively leveraging these platforms to drive purchase intentions remains a challenge. This study explores the influence of E-commerce/Social Commerce Behavior (ESB), Perceived Product Quality (PQ), and Sales Promotion Display (SPD) on consumers’ Purchase Intention (PI) toward SME food and beverage brands in Indonesia. The study also explores the mediating role of Perceived Hedonic Value (PHV) and the moderating effects of Electronic Word of Mouth (eWOM) and Importance of Product Information (IP). Data were gathered from an online survey of 210 Indonesian respondents and analyzed using Structural Equation Modeling (SEM). The results indicate that PHV fully mediates the relationship between ESB and PI and partially mediates the effects of PQ and SPD on PI. While eWOM showed no significant moderating effects, IP positively moderated the PQ–PI relationship and negatively moderated the SPD–PI relationship. These results underscore the central role of emotional and experiential value in online purchasing decisions and highlight the importance of integrating quality communication, emotionally engaging content, and strategic promotional design in digital marketing strategies. This research contributes to consumer behavior and digital marketing literature by clarifying the psychological mechanisms driving online purchase intentions in a social commerce setting, offering both theoretical insight and practical guidance for SMEs in emerging digital markets.