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Decision Making With an Alternative Mindset in an Online Shopping Environment: Identifying User Intentions Toward
Jian Wang1, Fakhar Shahzad2, Imran Khan3
1College of Economics and Management, Zhengzhou University of Light Industry, Zhengzhou, China.
Frontiers in Psychology
|March 29, 2022
Summary
Online trust positively influences customer intentions for Facebook commerce (f-commerce) usage. Females show a stronger intention to use f-commerce for online shopping compared to males.
Area of Science:
- Digital Economy
- E-commerce
- Consumer Behavior
Background:
- Facebook commerce (f-commerce) is a growing trend in the digital economy.
- Understanding factors influencing f-commerce adoption is crucial for businesses.
- Existing theories on online trust and e-commerce usage intentions need validation in the f-commerce context.
Purpose of the Study:
- To test a model validating theories on online trust and customer f-commerce usage intentions.
- To investigate the role of perceived value in enhancing trust and usage intention in e-commerce.
- To examine gender as a moderating factor in f-commerce adoption.
Main Methods:
- Data collected via a structured questionnaire from 435 participants.
- Structural Equation Modeling (SEM) used for data analysis.
- Analysis included testing relationships between trust antecedents, perceived value, and f-commerce usage intentions.
Main Results:
- Positive relationships found between antecedents of trust and user intentions toward f-commerce.
- Perceived value positively influences trust and usage intention in e-commerce.
- Females demonstrated higher intentions than males for utilizing f-commerce in online shopping.
Conclusions:
- Trust is a significant driver of f-commerce adoption.
- Integrating perceived value can enhance trust and usage intentions in e-commerce.
- Gender moderates f-commerce usage intentions, with females showing greater engagement.
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