New social consumer? Determining factors of Facebook commerce

The main purpose of this paper is to analyze the influence of networks on individuals’ purchase decision-making processes within the field of digital marketing, and how its use can favor sales development. The scientific literature review allowed us to justify a behavioral model that explains the intention to use based on a set of endogenous constructs or variables. To carry out this research, we created a survey answered by 205 Spanish users of social networks who had previously watched a video explaining the functioning of this new commercial format. Using the existing relationship between diverse variables used in prior studies on social commerce and selecting a substantial group of them, we discovered the significant relationship between subjective norms, usefulness and perceived value with the intention to purchase via social networks.