Factors that determine the adoption of Facebook commerce: The moderating effect of age

The importance of social networks has been demonstrated over the last few years, extending to multiple activities related to commerce. This research has two objectives; to provide evidence for the influence of social networks in purchase decision making in 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 out about the variables of influence in the intention of use and an online questionnaire was created that was then answered by 205 users with profiles on social networks. The results demonstrate that the social image, subjective norms and usefulness determine the final intention of the users. Furthermore, substantial differences in behavior were observed after the employment of a non a priori PLS-POS segmentation, with the age of the users as the variable that best explained the division of the segments. The proposed research is pioneering for studies of this kind at a national level and proposes interesting lines of action for both future research and in the field of business management.