Understanding facebook commerce (f-commerce) actual purchase from an artificial neural network perspective

Leong, Lai Ying and Jaafar, Noor Ismawati and Ainin, Sulaiman (2018) Understanding facebook commerce (f-commerce) actual purchase from an artificial neural network perspective. Journal of Electronic Commerce Research, 19 (1). pp. 75-103. ISSN 1938-9027,

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Official URL: http://www.jecr.org/sites/default/files/19_1Paper5...


Despite the abundance of studies in electronic commerce, few studies have validated the antecedents of actual purchase from the perspective of Facebook commerce or f-commerce. Most of the existing e-commerce studies have focused on purchase intention and little attention has been paid on consumers' actual purchase especially from the f-commerce context. This study intends to examine the effects of demographic variables, Web Usage Theory, Trust Transference Theory and F-commerce usage behaviors in predicting f-commerce actual purchase. The instrument was rigorously developed and validated using expert panel, Q-sort procedure, pretest and pilot test. Several issues of validity in previous studies were addressed. Unlike existing studies which engaged compensatory linear models such as SEM, PLS, MLR and etc., in this study 808 f-commerce users were selected and the data is analyzed using the non-compensatory and non-linear artificial neural network (ANN) model. ANN can overcome challenges encountered by conventional statistical analysis that relies on p-value caused by false correlations. The findings reveal that consumers' experience is the strongest predictor followed by Facebook usage, hedonic motivation, browsing, age, trust motivation, participation, utilitarian motivation, number of children, monthly income and educational level. Theoretical and managerial contributions were provided for scholars and practitioners of f-commerce.

Item Type: Article
Funders: University of Malaya under the research grant number of PG014-2014B with the project entitled “Understanding the antecedents of purchase behavior among Facebook commerce (f-commerce) users”
Uncontrolled Keywords: Actual purchase; Artificial neural network; Facebook commerce (f-commerce); Trust transference theory; Web usage theory
Subjects: H Social Sciences > HF Commerce
Q Science > QA Mathematics > QA75 Electronic computers. Computer science
Divisions: Faculty of Business and Economics
Depositing User: Ms. Juhaida Abd Rahim
Date Deposited: 17 Jun 2019 06:55
Last Modified: 17 Jun 2019 06:55
URI: http://eprints.um.edu.my/id/eprint/21483

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