Decision Making With an Alternative Mindset in an Online Shopping Environment: Identifying User Intentions Toward Facebook-Commerce.

Jian Wang,Abdul Waheed Siyal,Imran Khan,Fakhar Shahzad

doi:10.3389/fpsyg.2022.848931

Abstract

Considering the current global trend in the digital economy, Facebook commerce (f-commerce) is an indispensable component of today’s digital commerce. The purpose of this research is to test the proposed model to validate current theories that evaluate the relationships between online trust and customer f-commerce usage intentions. It has also been proposed to improve usage intention by integrating the relationship between perceived value and trust in electronic commerce (e-commerce). The data was gathered using a structured questionnaire and analyzed with structural equation modeling (SEM; n = 435). In this study, gender has been discussed as a moderating factor. The findings describe the positive relationships that exist between antecedents of trust and user intentions toward f-commerce. Furthermore, according to the findings of the study, females are more concerned than males about developing their intentions to utilize f-commerce for online shopping. Theoretical and practical implications are also presented in this study.

Highlights

Online retailers have begun to add components to their online stores in the present digital age, where Internet users can communicate with each other and vendors, while others stream electronic commerce (e-commerce) through Facebook, one of the world’s largest social networks (Wingreen et al, 2019; Chiu, 2020; Busalim et al, 2021)
For measuring and validating our research model, AMOS v24 was employed for the structural equation modeling (SEM), which is reflected as a useful tool to deal with confirmatory factor analysis (CFA) and structural modeling
Most respondents are highly educated, of which 30.8% were graduates, and 22.5% were post-graduate. This composition describes that mostly young, educated respondents participated in this study, which may predict the apparent behavior of respondents regarding the use of f-commerce

Summary

Introduction

Online retailers have begun to add components to their online stores in the present digital age, where Internet users can communicate with each other and vendors, while others stream electronic commerce (e-commerce) through Facebook, one of the world’s largest social networks (Wingreen et al, 2019; Chiu, 2020; Busalim et al, 2021). The Facebook platform helps communicate and exchange information to develop synergies between consumers and retailers (Gibreel et al, 2018). Even though Facebook is a powerful social media tool, potential customers spend much time chatting before purchasing Facebook commerce (f-commerce). This helps build their trust in the product, electronic retailer/online retailer (e-retailer), and on the f-commerce platform (Liébana-Cabanillas and Alonso-Dos-Santos, 2017). Vendor Facebook pages have empowered approximately 86% of customers to trade products and services, Identifying User Intentions Toward F-Commerce in the Asian region (Leong et al, 2018). F-commerce in Pakistan is still in its infancy, and it is important to identify the key aspects of its successful adoption

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Discussion

Conclusion