TABLE 1.

Research hypotheses.

Hypothesis	Hypothesis statement
Hypothesis 1	Task characteristics positively affect the perceived task-technology fit in an organic food social media forum.
Hypothesis 2	Technology characteristics positively affect the perceived task-technology fit in an organic food social media forum.
Hypothesis 3	Perceived task-technology fit positively affects the perceived usefulness in an organic food social media forum.
Hypothesis 4	Perceived task-technology fit positively affects the confirmation in an organic food social media forum.
Hypothesis 5	Confirmation positively affects the perceived usefulness in an organic food social media forum.
Hypothesis 6	Perceived usefulness positively affects the continuance intention in an organic food social media forum.
Hypothesis 7	Perceived usefulness positively affects the satisfaction in an organic food social media forum.
Hypothesis 8	Confirmation positively affects the satisfaction in an organic food social media forum.
Hypothesis 9	Satisfaction positively affects the continuance intention in an organic food social media forum.