Facebook commerce usage intention: a symmetric and asymmetric approach

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This study explores the antecedents of usage intentions to use Facebook commerce from an asymmetric point of view. The methodology consists of qualitative comparative analysis (QCA) asymmetric methods as well as structural equation methods (SEM). This study employs the SEM partial least squares analysis method to validate existing theories that examine the relationships between variables such as electronic word-of-mouth (eWOM), trust, perceived value, and usability of the new technology discussed in this study. The results from the fuzzy-set QCA show that not all the variables are necessary conditions for influencing F-commerce usage intention, with the variables of usability × perceived value × trust being the most important for obtaining valid and useful results, while in SEM analysis, trust, perceived value and eWOM have been shown to be influential variables in usage intentions. The novelty of this study has to do with an analysis of a growing context such as e-commerce through Facebook, in order to contribute to its understanding so that such information is useful for the management of this context of social networks, for a better use in terms of trade, improving the effectiveness and efficiencies of management decisions.

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Appendix 1: Website form used

Factors affecting consumer purchases on social networks

The University of Granada is performing research on the level of acceptance of online purchasing systems in social media; this research is specifically targeting the users of Facebook. We are kindly asking you to spend a few minutes responding to a simple survey after viewing an online video that explores the use of online purchasing systems in social media.


As you already know, social media has become part of our daily lives and is fully integrated in our daily routines. We are wondering about the quick, easy and simple process that users approach when purchasing through business pages of social networks.

The following explanatory video shows the different advantages and features that the different social networks might contribute to the field of electronic commerce.

All the collected data will be processed in aggregated form and will be evaluated in full confidence, in compliance with the technical and organizational measures required by current data protection regulations. If you have any questions or doubts about this research, please contact us through the following e-mail addresses:

Your participation in this research study should not take longer than 6 or 7 min.

Appendix 2: Scales used

Perceived value [63, 64, 76, 77]

Regarding the viewed F-commerce platform, score your level of agreement or disagreement on a scale of 1 to 7:

  • The time it would take to make purchases on F-commerce platforms is very reasonable (PerVal1).

  • The effort associated with the use of these platforms to make online purchases is worth it to me (PerVal2).

  • The perceived experience in the use of platforms F-commerce is positive (PerVal3).

  • I would find the use of F-commerce platforms to be valuable (PerVal4).

Usage intention [59, 78]

Regarding the possibility of using an F-commerce platform, score your level of agreement or disagreement on a scale of 1 to 7:

  • I would use F-commerce in the future to make online purchases (IntUse1).

  • I would recommend that other consumers use F-commerce to make online purchases (IntUse2).

  • My intention is to use F-commerce in the future as an online purchase tool (IntUse3).

E-wom [62, 79]

  • In the purchasing of products, I generally buy brands I think other people will approve of (EW1).

  • If other people can see me using a product, I frequently buy the brand they expect me to buy (EW2).

  • I find a sense of belonging through buying the same products and brands that others buy (EW3).

Trust [61, 78, 80]

  • I believe that F-commerce platforms will keep the promises and commitments they make (Trust1).

  • F-commerce platforms are trustworthy (Trust2).

  • I would rate F-commerce platforms as honest (Trust3).

  • I think that the F-commerce is responsible (Trust4).

  • Generally, I have confidence in the F-commerce platforms (Trust5).

Usability [22]

  • In the F-commerce platform, everything is easy to understand (USA1).

  • Finding the information, I need to make the purchase is easy in the F-commerce platforms (USA2).

  • The structure and content are easy to understand (USA3).

  • In F-commerce platforms, everything is easily understandable (USA4).

  • The organization of contents of this type of platform allows me to know where I am when I browse its pages (USA5).

  • I feel that I control what I can do when I use these platforms (USA6).

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Alonso-Dos-Santos, M., Alguacil Jiménez, M. & Carvajal-Trujillo, E. Facebook commerce usage intention: a symmetric and asymmetric approach. Inf Technol Manag (2019) doi:10.1007/s10799-019-00311-2

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  • Facebook
  • Usage intention
  • S-commerce
  • Social networks
  • Symmetric
  • Asymmetric