Factors That Determine The Adoption of Facebook Commerce Moderation Effect of Age

J. Eng. Technol. Manage.
44 (2017) 118
Contents lists available at ScienceDirect
Journal of Engineering and Technology

Management
Factors that determine the adoption of Facebook commerce:

The moderating effect of age
F. Libana-Cabanillasa,* , M. Alonso-Dos-Santosb
a
Department of Marketing and Market Research, University of Granada, Spain
b
Administration Department, University Catlica de la Santsima Concepcin en Concepcin, Chile
A R T I C L E I N F O A B S T R A C T
Article history:
Received 21 January 2016 The importance of social networks has been demonstrated over the last few years,
Received in revised form 14 February 2017 extending to multiple activities related to commerce. This research has two objectives; to
Accepted 2 March 2017 provide evidence for the inuence of social networks in purchase decision making in
Available online 6 March 2017 individuals and how age can favorably determine the development of sales in social
commerce and more precisely in Facebook. For this reason, a literature review was carried
JEL Classications: out about the variables of inuence in the intention of use and an online questionnaire was
M15 created that was then answered by 205 users with proles on social networks. The results
M19
demonstrate that the social image, subjective norms and usefulness determine the nal
M31
intention of the users. Furthermore, substantial differences in behavior were observed after
M39
the employment of a non a priori PLS-POS segmentation, with the age of the users as the
Keywords: variable that best explained the division of the segments. The proposed research is
Social networks pioneering for studies of this kind at a national level and proposes interesting lines of action
E-commerce for both future research and in the eld of business management.
S-commerce 2017 Elsevier B.V. All rights reserved.
Digital marketing
Facebook
1. Introduction
The consolidation of new technologies and new channels of communication and sales have caused a profound change in
the formulation of strategies in the majority of companies. In this sense, social networking has been congured as a tool of
multiple services and applications for both private users and for businesses.
The birth of social networks and the Web 2.0 protected by the information society has led to one of the most profound
revolutions in 21 st century society (Libana-Cabanillas, 2012). We would like to highlight different studies that show
evidence of its great importance. Various studies conducted by the Online Business Schools (2015) show that the emergence
of social networks has caused the online audience to grow 741% from 2000 to 2014; the online audience grew 11% in 2014
alone, soaring from approximately 300 million to 3 billion new Internet users just that year. Only 10% of the population of
regular Internet users has stated that they do not have any social network proles.
Social media have changed the way relationships are established in todays society (Zhang et al., 2014), including the
interactions between companies and their customers (Zhang and Benyoucef, 2016). Social relationships also mediate
* Corresponding author at: Francisco Libana-Cabanillas Department of Marketing and Market Research, UGR, Campus Cartuja, Granada, Spain.
E-mail addresses: franlieb@ugr.es (F. Libana-Cabanillas), malonso@ucsc.cl (M. Alonso-Dos-Santos).
http://dx.doi.org/10.1016/j.jengtecman.2017.03.001
0923-4748/ 2017 Elsevier B.V. All rights reserved.
2 F. Libana-Cabanillas, M. Alonso-Dos-Santos / Journal of Engineering and Technology Management 44 (2017) 118
customer behavior (Liang et al., 2011) since the act of purchasing is generally accepted as a social exchange relation for the
most part. In this sense, various leading e-commerce websites have been adopting Web 2.0-based tools and applications in
order to help their customers to get in touch with other consumers and thus driving consumers purchase intention (Lu et al.,
2016).
The concept of Social Commerce (S-commerce) emerged in 2005 amid the growing commercial use of social networking
sites and many other social media websites (Curty and Zhang, 2011). As a result of this new market situation, S-commerce
can be described as a new form of electronic commerce which involves a comprehensive approach to social media (online
media that supports social interaction and user contributions) with the purpose of providing assistance within the context of
online buying and selling of products and services (Shen, 2012).
In this regard, the importance of S-commerce lies on its potential to become the most widely adopted and signicant
platform of electronic commerce in the near future (Zhang and Benyoucef, 2016). It is worth noting that this study nds the
extant scientic literature rather limited. However, previous studies (Chen and Shen, 2015) posit that studies on S-commerce
are bound to increase according to its relevance.
To harness the power of social commerce, it is important to study the process and uniqueness of how consumers behave
in this setting (Hennig-Thurau et al., 2013). To achieve this purpose, this study evaluates a research model involving
customers behavior and intention to use of a certain S-commerce application while also assessing the importance of the age
variable within the context of purchasing in social media platforms.
This paper is organized in various sections. Firstly, the study discusses the denition and scope of S-commerce and
Facebook Commerce as a practical application in this widely known social network. Secondly, an analysis of structural
equations will be carried out to contrast the model employing Partial Least Squares (PLS) through SmartPLS software and
PLS-POS segmentation. With the result of the segmentation, this research carried out a chi-squared automatic interaction
detectors CHAID analysis in which age was shown to be the best variable to explain the groups. Finally, this study explores
the different implications, opportunities for future research, as well as the limitations of this research.
2. What is social commerce?
As already described above, S-commerce is often considered as a subset of electronic commerce (Liang and Turban, 2011).
However, a closer look at its denitions in the literature reveals that the social commerce concept is also linked to multiple
inconsistencies (Zhang and Benyoucef, 2016).
Social commerce, also known as social business, has no specic denition since it actually has different meanings. In this
regard, various authors posit different denitions for this concept; Liang and Turban (2011) dene it as the use of Web 2.0
applications in order to support peoples interactions in an online context where users contributions may aid in the
acquisition of services and products. More precisely, S-commerce can thus be dened as the set of applications, which
combine contexts such as online purchasing and social networks (Tedeschi, 2006). On the other hand, Stephen and Toubia
(2010) explain S-commerce as the integration of social network features in basic functions of electronic commerce websites
in order to allow consumers to actively participate in both the commercialization and sale of products and services. Also, Bai
et al. (2015) describe S-commerce as an emerging marketing platform in which business is conducted via social networking
platforms. Lastly, Busalim (2016) recently conducted a literature review of the different denitions and conceptualizations
regarding S-commerce in the past few years (110 studies from different sources), and concluded that the importance of the S-
commerce concept is rapidly growing and generally linked to behavioral variables such as customers intention to use. Also,
the S-commerce concept is often referred and evaluated while designing and planning commercial websites, validating the
relevance of the main purpose of our study.
Despite all of the above, the impact of S-commerce on the behavioral habits of online buyers is still not fully known, as
there are various studies with different conclusions/results. In this sense, there is empirical evidence collected by Nielsen
(2015) which reinforces the aforementioned arguments; rstly, it established that 92% of worldwide consumers trust the
recommendations of their friends and family more than any other form of advertising, and secondly, 70% of those surveyed
said they trust the comments and reviews they read on social networks. Finally, 58% nd the advertising on a brands website
to be valid and believable. However, in spite of all of the importance that many studies give to this new model of commerce
(Williams, 2014; Mahdavi-Anari et al., 2014; Miranda et al., 2014; Kang and Johnson, 2015; Bai et al., 2015) it is not at all clear
if the sellers really understand the feelings of the consumers and their interactions within websites.
S-commerce is a signicant improvement over any existing form of traditional commerce thanks to the following distinct
characteristics (Zhang, 2009): rstly, it helps and encourages users of social media to interact directly with each other by
exchanging opinions as well as purchase advices and experiences. Secondly, S-commerce allows users the ability to access
and browse a variety of products online, which would be impossible to attain within an ofine context (due to the rather
limited access). In addition of these attributes, this study approaches two additional characteristics of S-commerce: the third
relevant feature would be the improved technological accessibility since this form of commerce can be fully accessed
nowadays through a variety of existing tools (traditional mobile phones, smartphones and tablets among others). Lastly, the
fourth advantage that S-commerce posits is the payment facilitators and facilities already implemented or planned in most
social networks.
Considering the aforementioned potential growth of S-commerce, there are certain differences between electronic
commerce and S-commerce worth noting. Various authors have already outlined some of these differences; according to
F. Libana-Cabanillas, M. Alonso-Dos-Santos / Journal of Engineering and Technology Management 44 (2017) 118 3
Huang and Benyoucef (2013), the differences between e-commerce and social commerce can be highlighted in terms of
business goals (maximizing efciency with strategies for sophisticated searches versus social goals), customer connection
(customers usually interact with e-commerce platforms individually and independently from other customers versus online
communities) and system interaction (one-way browsing versus more social and interactive approaches). On the other hand,
Corral-Hermoso and Libana-Cabanillas (2015) review different reports (BrainSINS, 2013; Social-Buy.com, 2012) which
classify S-commerce in terms of users, their new relationship with the company/brand and the adjustment of the product
portfolio to customers. Their main ndings are: 1) Regarding the nature of the media: it is accepted that transactions in
electronic commerce are generally performed in the website of the seller, but S-commerce adds a new dimension where the
commercial interactions between sellers and customers take place in different places within social media on top of the
website of the seller, thus resulting in an evolution of the traditional online purchase process; 2) In the context of S-
commerce, most of the purchase process (sometimes the whole process) takes place in a social platform where potential
customers usually spend a lot of their free time chatting and interacting with their contacts; this turns the user of S-
commerce into the principal actor of the purchase process. Sellers websites offer a custom, personalized, and unique
experience to each customer; 3) As part of its social attributes, S-commerce assists with the exchange of information and
other types of interaction during the purchase process. Customers can share their purchase experience and decisions with
their contacts before, after and during the purchase process. Also, customers are often advised by other users of the social
network as they can suggest product purchases within the platform which is critical in order to drive sales; 4) In regard to the
relationship between brands and consumers. since social media have gradually been integrating traditional point of sales, a
new communication channel now allows improved interactions between sellers, buyers and general users; 5) S-commerce
enables brands to grasp a more comprehensive prole of their Web 2.0 customers; 6) Finally, S-commerce leverages success
in fullling consumer demands as the information collected from consumers already enabled companies to ne-tune their
offerings according to their likings and needs.
In this new environment, Facebook has become the most popular social network in our society on both a national and
international level, as it is a generalist network with a very extensive user base. At the present time, after ten years in
existence, Facebook has over 1.5 billion users around the world (Facebook, 2016b). This social network has broken the barrier
of the virtual world and has established itself in the daily lives of millions of people who, until now, hardly had any contact
with the network.In this context, the application of S-commerce regarding this social network in particular is described as
Facebook Commerce (F-commerce), allowing users to purchase from any company or brand from the comfort of their living
room, as they say. For if Facebook has achieved something it is to become a pleasant, safe environment, a place where we feel
cozy (even if we are losing a good part of our privacy). In spite of these things, for the majority of the purchasing public,
Facebook, or any other social network that takes them into the future, becomes the perfect shopping center, the ideal place to
go shopping without having to deal with the occasional misleading shop assistant. For all of the reasons above, this research
focuses on this particular social network to outline the methodology framework of the research. Also, it is worth noting that
Facebook is now the go-to social network when assessing S-commerce (Aladwani, 2015; Jambulingamis et al., 2016).
This paper is organized in various sections. Firstly, after the revision of the concepts of S-commerce and F-commerce, the
different precedents that the scientic literature in this area has proposed will be analyzed and a model will be elaborated to
integrate the relationships between variables that explain the intention to use. Secondly, an analysis of structural equations
will be carried out to contrast the model employing Partial Least Squares (PLS) through SmartPLS software and a PLS-POS
segmentation. With the result of the segmentation, we carried out a chi-squared automatic interaction detectors CHAID
analysis in which age was shown to be the best variable to explain the groups. To nish, the last section presents the
conclusions, implications, limitations and lines of further research.
3. Scientic literature review: research hypotheses
After reviewing the extant literature and considering the propositions and purposes of this research, this study identied
three dimensions related to the perspective of social commerce: a social dimension, a perceived benet dimension and,
nally, a perceived trust dimension.
There are multiple theories of decision-making behavior and models of intention developed by the scientic literature to
analyze the behavior of individuals faced with innovation, the majority of which are based on studies of social psychology
(Pavlou, 2002). Firstly, in this context, Busalim (2016) posits that it is notable that most of the theories used in S-commerce
studies are social-related theories, which indicates the important role of social aspect brought by the social nature of S-
commerce, related to customers and the impact of social interactions on the intention to purchase variable and the decision
making process related to S-commerce.
Secondly, the benet is dened as the positive outcome of an exchange, comprising extrinsic and intrinsic benets
(Kankanhalli et al., 2005). In this regard, numerous studies have conrmed that social commerce provides signicant
monetary and strategic benets to businesses (Leggatt, 2010). In addition, Yang et al. (2016a,b), posit that the use of this new
commerce platform allows extrinsic rewards such as reciprocal relationships and enjoyment in helping others. On the other
hand, for authors such as Turban et al. (2016), the benets of S-commerce are organized in three categories: benets to
customers, benets to retailers, and benets to other types of enterprises. This research focuses on the benets that the use
of S-commerce provides to customers.
Lastly, trust is described as the third critical variable when assessing S-commerce platforms. Trust has been extensively
and comprehensively evaluated in diverse scientic under different perspectives. Traditionally, trust comprises two main
dimensions: cognitive and behavioral. From a cognitive point of view, trust is described as the fulllment of anticipated
expectations (Dwyer et al., 1987). On the other hand, from a behavioral point of view, trust is observed as the desire or will to
follow a particular behavioral pattern (Mayer et al., 1995). Concerning this research, trust in the platform of S-commerce will
ultimately moderate its successful adoption (Hajli, 2015).
3.1. Effects of social image
Social image, in the classical literature, is dened as the extent to which the use of an innovation is perceived by the
individual as an improvement to their position in a social system (Moore and Benbasat, 1991). Neither the inuence nor the
image of a users social environment on their online purchasing has been given much attention in the literature, in spite of its
relative importance in the environment of our research (Venkatesh and Davis, 2000). Authors such as Kulviwat et al. (2009),
Slade et al. (2015) and Guilln et al. (2016), to name but a few, have demonstrated that social inuence is essential in
adoption model, due to its deciding impact on the generation of behavior and intention to use (Venkatesh and Davis, 2000;
Yeow and Loo, 2009).
Inside the area of our research, social networks, social image is understood to be centered on our network of contacts and
their opinions, which marks, to a certain extent, the intention to use F-commerce. Existing research has shown the centrality
of social image on perceived usefulness (Chong et al., 2012; Pentina et al., 2012), and, especially, intention to use (Venkatesh
and Morris, 2000; Libana-Cabanillas et al., 2014a). As a consequence of the above, we suggest the following hypotheses:
H1: Social image impacts positively on the perceived usefulness of F-commerce platforms.
H2: Social image impacts positively on users intention to use F-commerce platforms.
3.2. Effects of subjective norms
Subjective norms refer to the beliefs of an individual in relation to other peoples expectations of him/her and his/her
predisposition to comply with them (Davis et al., 1989; Fishbein and Ajzen, 1975); Thus, they are the extent to which a person
perceives the opinions of people who are important to him/her about the use of an information system or technology
(Venkatesh and Davis, 2000; Venkatesh and Bala, 2008), or, in terms of our research, F-commerce platforms. In addition, in
the area of F-commerce, we can refer to the impact of other users in the consumers social network. It is important to
remember that their impact is direct and immediately observable inside the world of social networks. Previous research has
demonstrated the relationship between subjective norms and usefulness (Rouibah and Abbas, 2011; Zhang et al., 2011) in
addition to their impact on social image (Venkatesh and Bala, 2008). Consequently, we propose the following research
hypotheses:
H3: Subjective norms impact positively on users intention to use F-commerce platforms.
H4: Subjective norms impact positively on perceived usefulness for users of F-commerce platforms.
H5: Subjective norms have a positive inuence on social image for users of F-commerce platforms.
3.3. Effects of perceived usefulness
The perceived usefulness is dened as the subjective probability of the potential user that using a specic system will
improve work performance in an organization context (Davis et al., 1989). In online environments, the perceived usefulness
will show that the use of a certain technology can be useful to someone to achieve a concrete result. Numerous studies in
different innovations such as social network games (Park et al., 2014), smartphone usage (Joo and Sang, 2013), mobile
payment (Libana-Cabanillas et al., 2015), long-term evolution services (Park and Del Pobil, 2013), e-learning (Tarhini et al.,
2014), product recommendation agents (Qiu and Benbasat, 2009) and Mobile Cloud Services (Park and Kim, 2014) among
others, have repeated this TAM framework and shown the positive effects of perceived usefulness on user attitudes and
behavioral intentions. Therefore, the following hypothesis is proposed:
H6: Perceived usefulness impacts positively on intention to use for users of F-commerce platforms
3.4. Effects of trust
In the last few decades, research carried out in the area of marketing has highlighted the importance of trust between the
parts as an element that favors the continuity of the relationship, making it an aspect of great importance in the area of
business (Morgan and Hunt, 1994). Trust refers to a sensation of security and the intention to rely on someone or something
(Chung and Kwon, 2009). Chen (2006) dened perceived trust in two ways: (1) trust as a belief, condence, attitude, or
expectation about another party's trustworthiness; and (2) trust as a behavioral intention or behavior of reliance and
involving vulnerability and uncertainty. Suh and Han (2003), McKinley and Ruppel (2014) and Zhou (2015), among others,
suggest that trust will improve the users perceived usefulness and, thus, the intention to use (Hsu, 2014; Filieri, 2015).
Therefore, the following hypotheses are proposed:
H7: Trust impacts positively on perceived usefulness for users of F-commerce platforms.
H8: Trust impacts positively on users intention to use of F-commerce platforms.
3.5. Effects of electronic word of mouth (E-Wom)
In the past, when consumers needed information, they turned to marketers, friends and/or conversations in public places
(e.g., park, gym, etc.). Today, Electronic Word of Mouth (E-Wom) is being used as a source for information. With consumers
spending more time on social media, E-Woms prominence has increased (Alhidari et al., 2015). E-Wom refers to any
positive or negative statement made by potential, actual, or former customers about a product or company, which is made
available to a multitude of people and institutions via the Internet (Hennig-Thurau et al., 2004: pag. 39). Those statements
will have an impact on behaviors and increase the intention to use of the innovation, as seen in the adoption of social
network games (Hansen and Lee, 2013), Internet experience (Lpez and Sicilia, 2014) and even S-commerce (See-To and Ho,
2014), among others. For this reason, we propose the following hypothesis:
H9: E-word-of-mouth impacts positively on the intention to use F-commerce platforms.
3.6. Effects of perceived value
Perceived value refers to the consequences of a comparison by the consumer of the perceived benets and the sacrices
associated with them for the consumer (Zeithaml, 1988). Alternatively, perceived value is considered a multi-dimensional
construct in the context of consumer value (Sweeney and Soutar, 2001). This takes into consideration performance/quality
value, emotional value, value-for-money, and social value (Hsu and Lin, 2015). Numerous studies have shown that in the use
of mobile internet services on portable devices, the perceived value has a positive inuence on adoption intention (Yang
et al., 2016a, 2016b). In a similar way, a relationship has been found between the users perceived value and intention to use
the application. For our research, the users intention to use is positively impacted by the perceived value of F-commerce
platforms. Previous studies have conrmed our approach, pointing out how important it is to achieve perceived value before
using an innovation (Chen and Lin, 2015; Bhatiasevi and Yoopetch, 2015; Ponte et al., 2015; Hajli et al., 2015). We therefore
propose the following research hypothesis:
H10: The users perceived value of F-commerce platforms has a positive relationship with intention to use.
3.7. The moderating effect of age
The age of customers/users has a critical mediating effect in their behavior (Hubona and Kennick, 1996). This research
evaluates whether such statement holds true in the case of the adoption of a platform of S-commerce.
Ever since the rst research studies on the impact of Internet in our society, authors have been unable to reach a
consensus regarding age as a critical mediating variable. In this sense, several studies explored diverse positive relationships
between the age of consumers and the probability of said consumers to buy products in online platforms (Stafford et al.,
2004). On the other hand, some authors found negative relationships while examining the same variables (Joines et al.,
2003) or even no relationship at all (Dabholkar et al., 2003). This research explains the different outcomes of these past
research studies from multiple perspectives involving different factors such as the criteria followed in order to decide the
sample (Akman and Mishra, 2010), and the moment in time the research was carried (Zhou et al., 2007) among others.
Multiple studies have tried to determine age as a signicant factor inuencing consumer behavior exploring commercial
activities such as self-checkout in retail stores, automatic payments and online services (Weijters et al., 2007), also self-
services technologies (Simon and Usunier, 2007) and instant messaging (Glass and Li, 2010) among others. In light of all
these ndings, this research proposes the following hypothesis:
H11: age has a mediating effect in the intention to use of F-commerce platforms.
The proposed model is shown in Fig. 1.
4. Methods
4.1. Surveys and measures scales used
In terms of methodological research aspects used to conduct the experiment in question, an online study was used
consisting of a video simulating the social purchase process, describing how the tool works and the resulting benets. After
viewing the video (https://youtu.be/zjkm1l9tdjI), the participants proceeded to answer a questionnaire designed in Google
Forms and sent to a random selection of subjects with active proles on Facebook (Appendix A). The invitation to the online
questionnaire was sent by email and through social networks (Facebook and Twitter).
Fieldwork began on May 1, 2015 and nished on June 1, 2015, with voluntary participation. The initial database contained
217 records. For sample lter criteria, we used the response time factor, disqualifying all participants that took too little or too
much time to complete the questionnaire. In addition, this research discards 12 questionnaires out of a nal sample size of
205 entries.
Of the complete sample, 63% were women and 37% were men, while 53% were less than 35 years old. The majority of the
users surveyed (85%) had studies in higher education and an income level above 1100 Euros (85%). It is also worth noting that
SOCIALDIMENSION MODERATING
EFFECT OF
H3 AGE
SUBECTIVE PERCEIVED
NORMS USEFULNESS
H4
H6
H5
H9
INTETION
E-WOM
TO USE
H1
SOCIAL
IMAGE H7
H8
H10
H2
PERCEIVED
TRUST
VALUE
PERCEIVED TRUST PERCEIVED VALUE

DIMENSION DIMENSION
Fig. 1. Proposed model.
most respondents (77%) had no previous experience with purchases within a social media context, this is, the activity
assessed in this research.
The nal questionnaire consisted of 52 items. Most of these items use a ranking based on the Likert scale of 1 (Totally
disagree) to 7 (Totally agree), an item with the Likert Scale of 1 (I do not like) to 7 (I like), another item with the Likert Scale
from 1 (Boring) to 7 (Interesting), and the last item with the Likert scale from 1 (Absurd) to 7 (Interesting). The questions in
the questionnaire are divided into three sections: evaluation questions, questions related to the subject of this study, and
questions regarding socio-demographic data. All these questions were drawn from the previously dened theoretical
conceptual model, including the relationships proposed in the corresponding hypotheses.
The measurement scales used in the questionnaire were adapted from prior studies (Appendix B). The subjective norms
were measured based on adaptations of the scales used by Taylor and Todd (1995), Agarwal et al. (1998) and Herrero et al.
(2005). The social image scale was adapted from Moore and Benbasat, (1991), Venkatesh and Davis (2000) and Venkatesh
and Bala (2008). The ease of use scale was adapted from studies by Zhang et al. (2012), Chong (2013) and Shih and Chen
(2013). The intention to use scale was adapted from Shin (2009) and Libana-Cabanillas et al. (2015). The perceived
usefulness scale is an adaptation of studies by Davis et al. (1989), Tan et al. (2012) and Tan et al. (2014). The accessibility/
usability scale was adapted from Flavin et al. (2004). Finally, the perceived value scale was adapted from studies by
Mathwick et al. (2001), Lin and Wang (2006), Kim et al. (2009), Dai et al. (2015) and Dai et al. (2015).
4.2. PLS methodology
In order to evaluate and check the proposed theoretical model, the Structural Equation Modeling (SEM) method was
employed along with a Partial Least Squares (PLS) software analysis. This research used the SmartPLS statistics software with
the purpose of comparing the scales and the structural model (Ringle et al., 2015). In contrast with the methods based on
covariance, PLS does not infer distribution to be multivaried and normal or the observations to be independent (Castro et al.,
2007). This method is based on variance and its application is recommended when the theoretical knowledge regarding this
matter is scarce, when the research questions have not been examined in previous research, when the existing theories are
limited or when the analysis is exploratory (Petter et al., 2007). In complex theoretical models like the one used in this
research, the use of PLS is recommended, as the probability of obtaining a worse t of the model with methods based in
covariance is greater (Chin, 2010). The two most signicant reasons to approach the PLS method in this research are related
to its demonstrated statistical power capacity when working with small-sized samples (Hair et al., 2014) and also the
possibility to evaluate the proposed model according to explained variance, assessing the characteristics of the
measurement model (Hair et al., 2011).
Research methodology also approaches the bootstrapping technique with the purpose of checking the signicance of the
coefcients previously assessed through the PLS analysis. This technique provides subsamples with randomly extracted
observations (with replacements) (Hair et al., 2014).
Currently, assessment of the model through consistent PLS (PLSc) allows for the adjustment of the correlations of the
reective constructs (Dijkstra, 2014; Dijkstra and Henseler, 2015). However, not even the calculation of the uncovering
unobserved heterogeneity is implemented for PLSc. As a consequence, it is not possible to present the estimated results for
the two different methods.
5. Results
Prior to checking whether the hypotheses are supported, the measurement tools are tested in order to avoid random
errors (assessing the reliability of indicators and variables) and also ensure that the selected variables are capable of exposing
possible differences in the characteristics which are being evaluated (such as the discriminant and convergent validity)
5.1. Evaluation of the measure model
We began analyzing the simple correlations of the indicators with the respective variables. Barclay et al. (1995)
recommend coefcient values above .7 to consider that the variance shared between the construct and its indicators is
greater than the variance of error. All the indicators are collected in Table 1, and it can be seen that they are above the values
recommended in the literature.
We will utilize the composed reliability index (CR) (Nunnally, 2010) to measure the reliability of the variable. This
indicator evaluates the exactness of the items by measuring the same latent variable (internal consistency). Once more, all
the indicators are above the values recommended in the literature (.8).
Then, we evaluate the convergent and discriminant validity and for this we employ the analysis of the average variance
extracted (AVE) (Fornell and Larcker, 1981) to evaluate convergent validity. The results of this analysis verify that all of the
values are above the recommended minimum acceptable indicator.
On the other hand, two methods are currently used to evaluate discrimant validity in PLS (Henseler et al., 2015): (a) The
Fornell-Larcker criterion to analyze if the correlations between the dimensions are lower than the square root of the AVE
(Fornell and Larcker, 1981) (Table 2). (b) The heterotrait-monotrait ratio of correlations criterion (HTMT) of Henseler et al.
Table 1
Evaluation of the measurement model: Composite reliability (CR), average variance extracted (AVE), and factorial loads.
Construct CR AVE Factorial loads

Perceived value (PerVal) .974 .905 .933.969***
Trust .976 .891 .902.962***
Social image (SocIma) .945 .852 .913.933***
Intentionto use (IntUse) .962 .893 .924.968***
Subjective norms (SubNor) .941 .800 .822.929***
E-Wom .943 .846 .894.940***
Perceived usefulness (PerUse) .973 .900 .939.958***
Note. *** p < .001, ** p < .05, * p > .05.
Table 2
Discriminant validity; Heterotrait-Monotrait Ratio (HTMT) above the diagonal; square root of the AVE in the diagonal (bold), and correlations between the
dimensions under the diagonal (Fornell-Larcker criterion).
PerVal Trust SocIma IntUse SubNor E-Wom PerUse

PerVal .951 .814 .549 .834 .732 .718 .807
Trust .842 .944 .527 .759 .713 .631 .741
SocIma .584 .559 .923 .604 .621 .773 .648
IntUse .874 .794 .651 .945 .845 .686 .867
SubNor .777 .755 .678 .911 .894 .644 .777
E-Wom .764 .668 .850 .739 .704 .920 .708
PerUse .833 .764 .694 .909 .826 .756 .949
Table 3
Evaluation of structural model (bootstrapping = 5000). Proposed relationships assessment and contrast (above), model evaluation coefcients (middle),
model adjustment (below).
Relationship-construct Path R2 f2 Q2 SRMR

PerVal ! IntUse .264*** .100
Trust ! IntUse .025
Trust ! PerUse .381*** .220
SocIma ! Trust .527*** .384
SocIma ! IntUse .014
SubNor ! SocIma .621*** .626
SubNor ! IntUse .358*** .282
SubNor ! PerUse .506*** .389
E-Wom ! IntUse .003
PerUse ! IntUse .364*** .218
Perceived value
Trust .277 .243
Social image .385 .327
Intentionto use .851 .755
Subjective norms
E-Wom
Perceived usefulness .676 .604
SRMR .055
Note. *** p < .001, ** p < .05.
(2015). These authors establish the maximum value that the HTMT coefcient should have between two constructs at .9. This
focus has demonstrated a better performance in the Monte Carlo simulations to evaluate the discriminant validity. The
values shown in Table 2 establish the intervals of minimum trust in values less than .9.
5.2. Evaluation of the structural model
The actual assessment of the structural model is carried following the guidelines suggested by Henseler et al. (2016) and
Hair et al. (2014). The procedure involves the measurement of the Stone-Geisser R2 and Q2 coefcients, and also the size of
effect (f2) and the standardized root mean square residual (SRMR) coefcients. We will rstly employ the analysis of the R2.
This indicator shows us the amount of variance of the constructs as explained by the model (Table 3). The minimum value the
R2should have is .1 (Falk and Miller, 1992). In our case, all the values are greater than .2. The proposed model explains 85% of
the variance of the intention to use construct that is the object of our research.
Secondly, we employ the analysis of the coefcients of standard regression to examine the relative weighting of the
factors on endogenous variables. Even though values above .3 are advisable, values above .2 are admitted in exploratory
studies or when it is applied to different sectors (Chin, 1998). In our model, the signicant relationships show coefcients
above .25.
Then, a blindfolding procedure is carried out (Omission Distance = 7) with the aim of calculating the value of the Stone-
Geisser or Q2 test (Stone, 1974; Geisser, 1975).This coefcient indicates the predictive capacity of the dependent constructs
and the endogenous variables. All of the indicators showed values above .2. The model has greater predictive relevance the
greater Q2 is, so the modications of a model can be evaluated through the comparison of the Q2 values.
After that, the size of the effect (f2) is calculated.Thef2values between .02 and .15, between .15 and .35, and .35 or higher
indicate that an exogenous latent variable has a small, medium or big effect respectively (Chin 1998). This coefcient
measures if an independent latent variable has a substantial impact on a dependent latent variable. The relationship
between the perceived benet and the intention to use has a small effect. The relationship between subjective norms related
to image and usefulness has a big effect, as does the relationship between social image and trust. The rest of the relationships
have a medium sized effect.
Lastly, the value of the SRMR coefcient will be analyzed (Henseler et al., 2015). This indicator allows us to contrast the
difference between the observed correlation and the predicted correlation as a means to t the model. A value of less than .08
is acceptable. Our model shows an appropriate value of .055 for our proposed model.
The results of the analysis carried out demonstrate how the proposed dimensions (subjective norms, perceived
usefulness, and perceived value) are fundamental for the intention to use. The testing of standardized loads allows us to
check that the subjective norms and the perceived usefulness have a similar effect on the intention to use, and greater than
the effects of perceived value. In the same way, we can conrm all the proposed hypotheses on verication of their
signicance, except for the relationships between trust and intention to use, between image and intention to use and
between E-Wom and intention to use.
Table 4
PLS-POS results for the relative segment sizes (K = Number of Prespecied Segments).
1 2 3 4 5 Sum
K=1 1.000 1.000
K=2 .439 .561 1.000
K=3 .346 .492 .161 1.000
K=4 .380 .126 .122 .371 1.000
K=5 .278 .131 .181 .229 .18 1.000
5.3. Uncovering unobserved heterogeneity
Human behavior, and thus consumer behavior, is not entirely homogenous. There are different opinions, tastes, and
preferences that determine one of the principles of marketing, segmentation. To study the behavior of the client, methods
based on a priori information are currently being employed in order to segment the sample, but the limitations of the
information and the availability of variables to capture that information make the task more difcult. The nite mixture
partial least squares method (FIMIX-PLS; Herrmann et al., 2002; Sarstedt and Ringle 2010) has been the most popular to
measure the heterogeneity that is not seen in the PLS models. However, this method assumes normal multivariant
distributions for the latent variables. On the other hand, the method we use in this research does not follow any supposition
of distribution but rather, uses a means of segmentation oriented toward prediction (PLS-POS).PLS-POS together with FIMIX-
PLS enable the segmentation of the sample without the need of an a priori variable. The PLS-POS method distributes
observations among different groups using a distance coefcient without resorting to a previous hypothesis regarding group
distribution. The purpose of this method is forming homogenous groups with maximum search depth (R2 of the endogenous
latent variables). The PLS-POS methodology has been comprehensively described by Becker et al. (2013).
This allows it to work with no observed variables, granting it a greater range of possibilities to explain the heterogeneity of
the sample and the behavior of the groups of users.
Therefore, the advantage of the PLS-POS method is that it does not create a segment with the available variables, but
rather presents the best explanation in the set of data. Furthermore, it means a new methodological contribution to this area
of study.
In order to carry out the segmentation, the sample was divided into two, three, four and ve groups with a maximum
search depth equal to the maximum number of observations. Following recommendations of Becker et al. (2013) for an
Unobserved Heterogeneity Discovery (UHD) a pre-segmentation was carried out and we chose the Sum of Target Construct
R-Square as the criterion of optimization. We chose up to ve partitions because with six, one of them would be less than 10%
of the sample (Table 4).
With the objective of evaluating the alternatives that come from the segments, the use of the R2 or Q2 indexes is
recommended. For Becker et al. (2013), the criteria of the choice of the number of segments should not fall exclusively on
heuristic methods; these authors warn that a qualitative investigation by the researcher is necessary for the validation of the
resulting segmentation. The PLS-POS methodology divides the sample into different groups of a certain number (n) of
segments. This is, a group containing two segments, a group containing three segments, etc. In Table 5, the segments are
shown along with the gross increases of R2. Furthermore, this research proposes a study of the tting of the model according
to the SRMR indicator. According to the R2the greatest increase happens in the partition with ve segments with a value of
2.456, followed by the partition with two segments with a value of 2.317.The SRMR indicator shows coefcients of less than
.08 only for the partition with two segments. The partition with ve segments shows values well above those recommended.
On the other hand, Tenenhaus et al. (2004) propose the use of the goodness of model t (GoF) to compare the results of a
Table 5
PLS-POS results for segment retention criteria (K = Number of Prespecied Segments).
Segments Original R2 K=2 K=2 K=3 K=3 K=3 K=4 K=4 K=4 K=4
Trust .277 .078 .498 .352 .446 .019 .240 .029 .143 .554
SocIma .385 .218 .577 .517 .407 .084 .440 .042 .223 .637
IntUse .851 .949 .939 .970 .939 .994 .944 .997 .993 .966
PerUse .277 .674 .702 .794 .707 .527 .730 .672 .681 .818
SR2 model 1.790 2.317 2.252 2.277
SRMR .055 .075 .062 .062 .066 .141 .067 .147 .122 .049
GoF .577 .599 .709 .711 .684 .527 .676 .477 .587 .767
Table 6
Continued PLS-POS results for segment retention criteria (K = Number of Prespecied Segments).
Segments Original Sample R2 K=5 K=5 K=5 K=5 K=5

Trust .277 .557 .244 .265 .278 .418
SocIma .385 .668 .020 .647 .147 .571
IntUse .851 .977 .996 .991 .974 .993
PerUse .277 .846 .473 .878 .697 .642
SR2 model 1.790 2.456
SRMR .055 .048 .155 .072 .088 .113

GoF .58 .795 .531 .743 .588 .682
Table 7
Evaluating relationships within the global model; PLS-POS and Post CHAID techniques' reliability (CR) and validity (AVE) indicators. Measurement model
assessment (R2, SRMR).
Data analysis ! strategy Goblal PLS-POS Post CHAID
Relationship/construct K=1 K=2 MGA test K=1 K=2 MGA test

PerVal ! IntUse .264*** .053 .628*** .681*** .047 .355*** .308***
Trust ! IntUse .025 .227*** .216*** .443*** .056 .112 .056
Trust ! PerUse .381*** .284** .537*** .253*** .389*** .447*** .058
SocIma ! Trust .527*** .278*** .706*** .428*** .563*** .501*** .062
SocIma ! IntUse .014 .292*** .232*** .524*** .001 .013 .012
SubNor ! SocIma .621*** .467*** .759*** .292*** .678*** .567*** .111
SubNor ! IntUse .358*** .387*** .156*** .231*** .464*** .232*** .232***
SubNor ! PerUse .506*** .612*** .348*** .264*** .550*** .392*** .158
E-Wom ! IntUse .003 .127** .178*** .305*** .160 .058 .102***
PerUse ! IntUse .364*** .889*** .038 .927*** .565*** .269*** .296***
Composite Reliability PerVal .968 (.883) .980 (.926) .970 (.890) .979 (.919)
(Average Variance Extracted)
Trust .963 (.841) .983 (.921) .973 (.879) .979 (.902)
SocIma .960 (.889) .935 (.827) .967 (.907 .927 (.808)
IntUse .962 (.894) .963 (.896) .956 (.879) .963 (.898)
SubNor .952 (.831) .930 (.770) .953 (.835) .927 (.762)
E-Wom .935 (.827) .949 (.862) .953 (.871) .932 (.820)
PerUse .984 (.94) .964 (.870) .973 (.901) .972 (.897)
R2 (Trust) .277 .078 .498 .317 .251

R2 (SocIma) .385 .218 .577 .460 .321
R2 (IntUse) .851 .949 .939 .871 .859
R2 (PerUse) .676 .674 .702 .725 .628
SRMR .055 .075 .062 .7 .061
*** Signicant at .01 (reported for path coefcients only), ** Signicant at .05 (reported for path coefcients only).
multi-group analysis, especially in the analysis of unobserved heterogeneity (Henseler and Sarstedt, 2013). For this reason,
the aforementioned coefcients are incorporated into Tables 5 and 6. The value of the GoF indicators is relatively more
favorable in the partition in two segments. Therefore, according to the criteria already presented and keeping in mind that
qualitatively it is more efcient to work with a smaller number of segments, the partition in two segments was preferred.
5.4. The result of the unobserved segmentation
The results shown in Table 7 show the factorial loads per segment, their signicance and the value of the result of the
analysis for the differences between groups (MGA test) in PLS using Henselers method (Sarstedt et al., 2011). This method
calculates the probability that the estimated parameter for one of the groups is greater than the estimated parameter for the
other group. All of the relationships present signicant differences between both groups. In the same way, the R2, CR and AVE
are analyzed with the aim of validating the structural model. All the indicator values are above those recommended
previously for each one of the resulting segments.
In relation to the signicance of the relationships for each one of the segments, the hypotheses related to the inuence of
perceived value over intention to use (Hypothesis 10) in group 1 and the hypothesis of the inuence of perceived usefulness
over intention to use (Hypothesis 6) were not signicant. In comparison with the complete sample, we can assume the
inuence in both groups of trust, social image and E-Wom over intention to use. To this, it is important to add that the
inuence of Trust over IntUse and the SocIma over IntUse in the rst group has a negative load, as does E-Wom over IntUse in
the second group. The multigroup analysis showed different signicances for all of the relationships.
Subsequently, in the study of the unobserved heterogeneity, an ex-post analysis was carried out, with the aim of
explaining the partition of PLS-POS (Becker et al., 2013). For this the technique of exhaustive segmentation (CHAID) analysis
as presented by Ringle et al. (2009) and subsequently by Sarstedt and Ringle (2010) was employed. The results demonstrate
that among the potentially explanatory variables in the database (experience, age, sex, use of social networks for purchasing,
prior knowledge of the tool, and knowledge of purchasing in social networks), age is the one which gives best t. The t is
signicant and the results divide the sample into two groups. The rst group includes those respondents under 35 years old
and the second group includes respondents over 35 years old. The sample was divided into these two segments or groups for
several reasons: rstly, the age variable affects sample division respecting the average age of respondents (subjective
criterion) and, secondly, previous studies such as Stafford et al. (2004) found a value of 37 years old as the threshold where
the age variable started moderating results across the different age groups, showing a different level of involvement
respecting the online purchase process (subjective criterion). This procedure allows us to compare and analyze the character
of our data and groups in more detail. Before proceeding to the analysis of the signicance of the differences, we will analyze
the reliability and validity of the data. As a consequence, analysis of the relationships of the model between segments and
partitions coefcients criteria for both composed and individual reliability and convergent and discriminant validity
relationships is described in Table 7, in which they are compared with the pre-segmentation analysis and the unobserved
segmentation. The results for the ex-post PLS analysis indicate in relation to the rst segment the relationships of perceived
value, trust, social image and E-Wom with intention to use are not signicant. For the second segment the relationships of
trust, social image and el e-won with intention to use are not signicant. The main difference with the rst segment is to be
found in the relationship between perceived value and intention to use.
In relation to the difference between the PLS-POS analysis and the post-CHAID the signicance of the relationships trust
and social image with intention to use needs to be pointed out. While in the PLS-POS analysis they are signicant, they are
not in the post-CHAID. It is this result that is congruent with the global analysis of the data. Finally, the study of the multi-
group analysis found signicant differences in all the relationships, while the post-CHAID did only in the relationships of
perceived value, subjective norms, E-Wom and perceived usefulness, over intention to use. Furthermore, it was observed
that the relationships of trust, social image, E-Wom over intention to use turned out to be not signicant in the global mode,
but coincide with both groups of the post-CHAID analysis.
6. Discussion and conclusions
E-commerce (Vilaseca et al., 2007) and S-commerce (Hajli, 2015) are catching the attention of researchers and
companies. Firstly, because of the volume of sales they involve and secondly, for the evolution that is expected of them. F-
commerce is the main actor in this change of tendency in the behavior of the consumer for the volume of user at an
international level (Facebook, 2016a). Due to the importance of the subject matter, we decided to analyze the impact on the
intention to purchase products and services incited by the use of F-commerce based on a behavioral model resulting from the
prior literature review.
This research brings two important contributions to the scientic literature. The rst contribution is methodological, in
the use of non-parametric unobserved heterogeneous segmentation. As seen in the review carried out, this methodology has
not been employed in this area of knowledge. Consequently, the purchase behavior in the different groups is explored.
Secondly we propose and discuss the results of a theoretical model that analyzes intention to use in F-commerce.
In order to fulll the proposed objectives, we analyzed the measure model and contrasted the hypotheses, employing the
PLS methodology. The results demonstrate that the scales are valid and reliable in all of the models. In relation to the
hypotheses set out, we could accept all of them except those that related trust, social image and E-Wom with intention to use.
In relation to the global model, the result indicates that the trust variable does not inuence the intention to use variable,
indicating that, in contrast with Hsu (2014) and Filieri (2015), we have not been able to demonstrate its inuence on the
variable intention to use. The non-signicant result can be explained by the novelty of the use of social networks for the
purchase of products and services. This aspect is contrasted with the volume of operations that are currently generated. The
user has not yet adapted to its use, or the means are still perceived as being insecure. Therefore, the community of users has
not yet developed a social image of this, which also explains the lack of inuence of social image on intention to use. This is
once more linked to the absence of word of mouth (wom) transmission, due to its lack of use.
In the same way, the hypothesis regarding the inuence of the social image on the variable intention to use was not
supported. Even though previous studies have been able to support this relationship in other areas (Venkatesh and Morris,
2000; Libana-Cabanillas et al., 2014a), the average Facebook user might not consider F-commerce as a true innovation or
perceive the degree of inclusion as not yet sufciently relevant for its inuence. In either case, the proposed relationship
requires more study in the area of S-commerce.
The nal relationship of E-Wom on intention to use was not supported. The studies of Hansen and Lee (2013) and Lpez
and Sicilia (2014) found that diverse factors, such as the credibility of the source, economic incentives, perceived valence,
enjoyment, or the volume of information obtained could inuence electronic word of mouth. Thus, more study is required of
the precedent variables at the E-Wom to understand why it does not have any inuence on intention to use.
6.1. Unobserved segmentation
The PLS-POS analysis divided the sample in up to ve groups. The analysis of the t coefcients and the increases of R2
recommended the selection of the group with two segments. The multi-group analysis found signicant differences in all of
the relationships. However, some relationships were not fullled. Perceived value and perceived usefulness on intention to
use were not signicant for segments 1 and 2 respectively. Group 1, therefore, could not perceive that F-commerce has a
different end to E-commerce, but could perceive greater usefulness. On the other hand, group 2 perceived greater value, but
not usefulness. It is important to highlight that social image and trust have a negative impact on intention to use. From our
point of view, this situation implies an innovative, fearless and daring tendency. Furthermore, in group 2 the E-Wom has a
negative inuence, which suggests to us that the individuals in this segment have a behavior that is more social, utilitarian
and independent.
6.2. Segmentation by age
The preference for Facebook as a social network platform has been explained in the past through variables such as the
degree of education, income level and other sociodemographic variables (Mahdavi-Anari et al., 2014). However, literature
targeting the variable age as a signicant moderating factor is rather scarce among research concerning behavior of use and
purchasing in social networks (Dabholkar et al., 2003), despite of its demonstrated importance (Phang et al., 2006).
The difference with other studies on the inuence of age is that we did not employ a priori variables. Our study employs
an unobserved segmentation that allowed us to divide the sample to discover the heterogeneity and form homogenous
groups in the population. It was later that the CHAID analysis demonstrated the age variable as the best predicting variable of
segmentation from amongst the available information. Then, the unobserved heterogeneity became the observed
heterogeneity for later analysis.
The scientic literature recognizes the importance of the moderating effects and the majority of the studies consider their
inuence in the classic models TAM, TRA, UTAUT (Unied Theory of Acceptance and Use of Technology) and in the
adaptations derived from them. Authors such as Gefen and Straub (1997) point out some socio-demographic variables, such
as gender, have generally been avoided by research in behavior regarding information technology. However, from our point
of view we consider it relevant because, to some extent, it can help us to understand the possible acceptance of a new system
of purchasing with a considerable potential in the near future. Furthermore, companies can obtain conclusions of the
knowledge of the behavior that different segments of the market have, based on their personal characteristics and thus can
apply different strategies of segmentation.
From the rst research that studied the impact of internet on society, the different authors have not been able dene a
common argumentative line in defense of the moderation of the age variable. In this respect, some studies identied a
positive relationship between the age of the consumers and the probability of online purchasing (Stafford et al., 2004) and
alternatively others obtained negative results (Joines et al., 2003) or no reaction at all (Dabholkar et al., 2003). Phang et al.
(2006) determined that age is a vital factor for the acceptance of technology, with younger users having less problems of
acceptance than older ones and this has been demonstrated through different reports and statistics.
Several studies have attempted to determine whether the variable age can be considered a driver mediating consumers
attitude and behavior. By analyzing activities such as self-checkout, automatic payments and online services (Weijters et al.,
2007), use of Internet (Niemel-Nyrhinen, 2007), instant messaging (Glass and Li, 2010), mobile commerce (Islam et al.,
2011), online purchasing (Osman et al., 2010), social media (Suksa-ngiam and Chaiyasoonthorn, 2015) and mobile payments
(Libana-Cabanillas et al., 2014b) among others.
Our results (Table 7) determine that age does have a moderating effect in the intention to use in F-commerce. In terms of
the analysis of groups, the MGA test found differences between perceived value and intention to use. In the rst group, it is
not signicant. In both groups, the relationship of trust, social image, and E-Wom with intention to use is not signicant.
The group of users under 35 years old (G1) would not use F-commerce for its perceived value, implying a more hedonistic
behavior, pushed by social norms. The group of users above 35 years old (G2) has more practical behavior, even though it
seems, for both groups, that the adoption of F-commerce has not had any social pressure. This may be due to its innovative
and little known character.
Comparing the global model with the nal model allows observing the inuence of the proposed relationships and to
what extent hypotheses are supported respecting the different age segments. Only the rst relationship (PerVal > IntUse)
differs across age segments. The relationship is not valid concerning the G1 segment whereas respecting G2 it is clearly
identied. Regarding the segment considered to be the most hedonic, perceived value does not impact the intention to use.
On the other hand, this group offers net values higher than those of the G2 segment (both considered signicant). These
results suggest that subjects in the G1 segment are more interested in the actual obtained value from purchases, as well as in
immediate benet and productivity. Subjects in G2 on the other hand are more inclined to care for enjoyment within the
social network context. Results are congruent with statistics concerning the relationship of age and use of Facebook. In this
sense, several sociodemographic studies posit that only Snapchat and Instagram have a user base with an average age under
30 years old. Facebook on the other hand attracts the older age groups. Since 2010, the segment regarding 5064 years old
users increased by 51% (PuroMarketing, 2016).1
6.3. Implications for business management (managerial implications)
Based on the variable of segmentation and the purchasing behavior inside each group, we propose the following lines of
action. The users above 35 years old have shown a utilitarian behavior, thus we recommend strategies oriented towards
increasing performance, productivity, effectiveness and highlighting the advantages of F-commerce, for example through
products that are congruent with their interests, connections or history. This could also include employing strategies of
recommendations of friends/acquaintances and facilitating the means of payment in every possibility, maybe through links
to platforms like Paypal. Strategies of social inuence, visibility of use, promotions to attract clients or connections with
other social media with publications of the activity, could be good initiatives to improve its use.
On the other hand, those users under 35 years old are more hedonistic, and are inuenced by the perceived benet. That is
to say, an increase in the value of use, a reduction in the effort of learning and purchasing, as well as the times of adaptation.
For them, strategies of the reduction of purchase time would be recommendable, maybe with access that is both direct and
simple to free up the processes of purchase and payment.
Communication companies should develop campaigns designed for the age group and segment discussed in this
research. For instance, it would be highly benecial to approach the age partitioning and segmentation tools provided by
Facebook Ads within its own network in order to adapt the advertising message for this particular age group. This procedure
could also be adapted for companies such as Google and the automated advertising tools operating in its network; the same
age group and segment could be targeted in order to achieve a t sale strategy. This strategy could be tweaked for companies/
products in an early life cycle intended to improve brand recognition (brand notoriety efforts).
In either case, companies that decide to initiate commercial activity in F-commerce must initiate actions to test
purchasing with three related purposes. Firstly, to increase the trust in the media, possibly through a certifying logotype
proposed by the owner of the social media in relation to quality and security. Secondly, to popularize the purchases to
increase the social image, favoring innovators (risk oriented) and early adopters (younger people), sportspeople and famous
bloggers who publish purchases though this media in their prole. Finally, and derived from the previous one, to improve the
E-Wom, expanding the use of F-commerce. In addition, in a generic way, the adoption of F-commerce could be encouraged
through an initial policy of discounts, promotions and price actions in general.
6.4. Limitations and future lines of research
The research we have proposed is not lacking in limitations that need to be considered for future work and lines of
research.
Firstly, the size of the sample employed in our research is small, which means that results should carefully be approached
when projecting to larger population sizes.
In addition, it is necessary to keep in mind that the users of the sample that have participated in the web visit were limited
to seeing a video and a text about the functioning of the tool. The research has attempted to measure intention to use, but this
is precisely the element that does not reveal the actual behavior of the individual within the system. Obtaining an actual
interaction within the system passes through the generation of an experimental scenario that increases the complexity of the
study excessively.
Finally, in relation to the method of data collection, a cross section study has been carried out and this impedes the
analysis of the evolution of the behavior of the users over time. A longitudinal approach would allow the testing of the
robustness of the relationships and test, from a time perspective, the evolution of the moderating variables analyzed (gender,
age and the experience of the user).
1
http://www.puromarketing.com/16/25620/facebook-dejando-poco-poco-ser-red-social-para-jovenes.html.
Appendix A. Website form used
Factors affecting consumer purchases on social networks.

The University of Granada is carrying out a research on the level of acceptance of online purchasing systems in social
media; this research is specically targeting users of Facebook. We are kindly asking you to spend a few minutes responding
to a simple survey after viewing an online video which explores the use of online purchasing systems in social media.
As you already know, social media have become part of our daily lives and are also fully integrated in our daily routines.
We are wondering about the quick, easy and simple process that users approach when purchasing through the business
pages of the social networks.
The following explanatory video shows the different advantages and features which the different social networks might
contribute to the eld of electronic commerce.
All collected data will be processed in aggregated form and treated in full condence in compliance with the technical and
organizational measures required by current data protection acts. If you have any questions or doubts about this research,
please contact us through the following e-mail addresses: franlieb@ugr.es/jcorral@correo.ugr.es
Your cooperation in this research study should not take longer than 6 or 7 minutes.
Appendix B. Scales used
Subjective norms (SubNor) (Taylor and Todd, 1995; Agarwal et al., 1998; Herrero et al., 2005).
In regards to the viewed F-commerce system, score your level of agreement or disagreement with the following
statements on a scale of 17:
The people whose opinions I value would approve of the use of F-commerce to make my online purchases (SubNor1).
Most of the people I know favorably view the use of F-commerce to make my online purchases (SubNor2).
People expect me to use F-commerce to make my online purchases (SubNor3).
People who are close to me would agree with me using F-commerce to make my online purchases (SubNor4).
Social image (SocIma) (Moore and Benbasat, 1991; Venkatesh and Davis, 2000; Venkatesh and Bala, 2008).
In regards to the viewed F-commerce system, score your level of agreement or disagreement with the following
The people in my community who use this type of tool have a more prestigious reputation than those who do not
(SocIma1).
The people in my community who use this type of tool have superior proles (SocIma2).
Using this type of tool is a status symbol in my community (SocIma3).
Perceived usefulness (PerUse) (Davis et al., 1989; Tan et al., 2010; Tan et al., 2014).
In regards to the viewed F-commerce platform, score your level of agreement or disagreement with the following
The use of F-commerce to make online purchases will improve my productivity/performance (PerUse1).
The use of F-commerce to make online purchases would improve my effectiveness (PerUse2).
The use of F-commerce to make online purchases helps me (PerUse3)
In general, the use of F-commerce to make online purchases is benecial (PU4).
Perceived value (PerVal) (Mathwick et al., 2001; Lin and Wang, 2006; Kim et al., 2009; Luo et al., 2014).
In regards to the viewed F-commerce platform, score your level of agreement or disagreement on a scale of 17:
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 nd the use of F-commerce platforms to be valuable (PerVal4).
Intention to use (IntUse) (Shin, 2009; Libana-Cabanillas et al., 2015).

In regards to the possibility of using an F-commerce platform, score your level of agreement or disagreement on a scale of
17:
I could use F-commerce in the future to make online purchases (IntUse1).

I would recommend other consumers to 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 (EW) (Chu and Kim, 2011; Rejn, 2014).
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 nd a sense of belonging through buying the same products and brands that others buy (EW3).
Trust (Pavlou (2002) [study 1]; Muoz, 2008; Libana-Cabanillas et al., 2015).
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 speaking, I have condence in the F-commerce platforms (Trust5).
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Contents lists available at ScienceDirect

Journal of Engineering and Technology

Factors that determine the adoption of Facebook commerce:

2. What is social commerce?

3. Scientic literature review: research hypotheses

3.1. Effects of social image

3.2. Effects of subjective norms

3.3. Effects of perceived usefulness

3.4. Effects of trust

H8: Trust impacts positively on users intention to use of F-commerce platforms.

3.5. Effects of electronic word of mouth (E-Wom)

3.6. Effects of perceived value

3.7. The moderating effect of age

4.1. Surveys and measures scales used

PERCEIVED TRUST PERCEIVED VALUE

Fig. 1. Proposed model.

4.2. PLS methodology

5.1. Evaluation of the measure model

Construct CR AVE Factorial loads

Note. *** p < .001, ** p < .05, * p > .05.

PerVal Trust SocIma IntUse SubNor E-Wom PerUse

Relationship-construct Path R2 f2 Q2 SRMR

Note. *** p < .001, ** p < .05.

5.2. Evaluation of the structural model

5.3. Uncovering unobserved heterogeneity

Segments Original Sample R2 K=5 K=5 K=5 K=5 K=5

SRMR .055 .048 .155 .072 .088 .113

Data analysis ! strategy Goblal PLS-POS Post CHAID

Relationship/construct K=1 K=2 MGA test K=1 K=2 MGA test

R2 (Trust) .277 .078 .498 .317 .251

5.4. The result of the unobserved segmentation

6. Discussion and conclusions

6.1. Unobserved segmentation

6.2. Segmentation by age

6.3. Implications for business management (managerial implications)

6.4. Limitations and future lines of research

Appendix A. Website form used

Factors affecting consumer purchases on social networks.

Appendix B. Scales used

Intention to use (IntUse) (Shin, 2009; Libana-Cabanillas et al., 2015).

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

E-wom (EW) (Chu and Kim, 2011; Rejn, 2014).

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

PuroMarketing, (2016). Retrieved March 03, 2016, from http://www.puromarketing.com/16/25620/facebook-dejando-poco-poco-ser-red-social-para-

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Note. * p < .001, p < .05, * p > .05.

Note. * p < .001, p < .05.