Facebook commerce usage intention: a symmetric and asymmetric approach
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Facebook commerce usage intention: a symmetric and asymmetric approach M. Alonso‑Dos‑Santos1 · M. Alguacil Jiménez2 · E. Carvajal‑Trujillo3
© Springer Science+Business Media, LLC, part of Springer Nature 2019
Abstract 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. Keywords Facebook · Usage intention · S-commerce · Social networks · Symmetric · Asymmetric
1 Introduction The term social commerce (SC) is frequently confused with social business (SB). The problem is that there are several definitions and explanations of SB. In this regard, Turban et al. [1] reviewed the different meanings and usages of the term SC, considering the importance of the e-commerce concept. The authors concluded that the term social business refers to electronic transactions (associated with e-commerce) within a social media environment that originated from social media marketing, enterprise social commerce, * M. Alonso‑Dos‑Santos [email protected] M. Alguacil Jiménez [email protected] E. Carvajal‑Trujillo [email protected] 1
Administration Department, Universidad Católica de la Santísima Concepción, Concepción, Chile
2
Catholic University of Valencia, Valencia, Spain
3
Universidad de Huelva, Huelva, Spain
technology, and support, as well as the integration of social aspects, software tools, (blogs, wikis), management and organization. Along similar lines, Liang and Turban [2] define social commerce as the use of Web 2.0 applications to support people’s interactions in an online context, where users’ contributions may aid in the acquisition of services and products. More specifically, social commerce can be defined as applications that combine online purchasing and social networks [3], as explained by Stephen and Toubia [4], who describe it as the integration of social network features in the basic functions of electronic commerce
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