The Study on the Effect of Facebook's Social Network Features toward Intention to Buy on F-commerce in Thailand

This research is the study about Thai consumers' intention to buy toward Facebook commerce. The goal of this study is to determine the relations among beliefs in the number of selected Facebook's features, attitude toward Facebook commerce, perception on ease of use in Facebook fan page, and consumers' intention to buy on F-Commerce. Consequently, the survey questionnaires were evaluated by the university graduated respondents. Every respondent is the Facebook user and is friend with at least one researcher on Facebook. Additionally, before filling the survey, they were asked to read the same given scenario and to observe different series of mock-up pictures according to their random group. After that, the collected data will be processed by reliability analysis, factor analysis, and regression analysis respectively. The results show that belief in people who like a Facebook fan page, belief in people who like a photo of an item, and belief in friends who like a Facebook page have respectively significant impact on consumers' attitude. Furthermore, attitude and perceived ease of use also have a significant effect on consumers' purchasing intention on Facebook commerce. Moreover, from the additional compare means, we also founded that the different close relationships of Facebook friends provides the different belief in friends who like a Facebook fan page.