Analyzing Some Correlates of Facebook Commerce Beliefs and Intentions

Abstract

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.