Analyzing some correlates of Facebook commerce beliefs and intentions

Abstract EN

Recently, Facebook has brought in features that allow users to purchase products / services from certain pages on the site.

This study seeks to examine this particular phenomenon by testing a model connecting four social determinants with Facebook Commerce (F-Commerce) beliefs and intentions.

The analyses of a field survey reveal that : (1) beliefs about F-Commerce have a significant, positive influence on F-Commerce intentions, (2) while there are no differences between experienced and inexperienced online shoppers in terms of beliefs about F-Commerce, experienced online shoppers appear to have higher F-Commerce intentions, (3) there are no social class effects along the two outcome variables, (4) subjective norms influence F-Commerce intentions indirectly through beliefs, and (5) compliance predisposition significantly influences F-Commerce intentions.

The implications of these findings are discussed in this paper.