Understanding factors on the customer intention behavior through Facebook commerce: a conceptual model

Abstract

In this research paper, authors investigated the Facebook users behavior parameters that have effect over the customers shopping intention on Facebook commerce whereby the number of Facebook users is increased every day and a lot of people spend a lot of time on Face book. So, it is a heaven of market for e-trader and it is very significant to understand the behavior of this type of customers for being successful. The research focused on the development of research model to test the impact of Facebook users' intention behavior factors through shopping on Facebook. The literature review was done to explore the work done on social commerce and Facebook commerce. The authors identify the problem that Facebook with a 1.11billion users worldwide, can be described as a 'marketer's haven' whereas only 10% of retailers sold through Facebook, and 24% had not created a Facebook page. In order to achieve them, a research model is proposed that each factors identified by Literature review and in-depth interview.