This study explores the antecedents of usage intentions to use Facebook commerce from an asymmetric point of view. The methodology consists of qualitative comparative analysis (QCA) asymmetric methods as well as structural equation methods (SEM). This study employs the SEM partial least squares analysis method to validate existing theories that examine the relationships between variables such as electronic word-of-mouth (eWOM), trust, perceived value, and usability of the new technology discussed in this study. The results from the fuzzy-set QCA show that not all the variables are necessary conditions for influencing F-commerce usage intention, with the variables of usability × perceived value × trust being the most important for obtaining valid and useful results, while in SEM analysis, trust, perceived value and eWOM have been shown to be influential variables in usage intentions. The novelty of this study has to do with an analysis of a growing context such as e-commerce through Facebook, in order to contribute to its understanding so that such information is useful for the management of this context of social networks, for a better use in terms of trade, improving the effectiveness and efficiencies of management decisions.

这项研究从非对称的角度探讨了使用Facebook商业的使用意图的先例。该方法包括定性比较分析（QCA）非对称方法以及结构方程方法（SEM）。这项研究采用SEM偏最小二乘分析方法来验证现有理论，该理论研究了变量，如电子口碑（eWOM），信任度，感知价值和本研究中讨论的新技术的可用性之间的关系。模糊集QCA的结果表明，并非所有变量都是影响F-商务使用意愿的必要条件，而在SEM分析中，可用性×感知价值×信任变量对于获得有效和有用的结果最为重要。 ，信任，感知价值和eWOM已被证明是使用意图中的影响变量。这项研究的新颖性与分析不断增长的上下文（例如通过Facebook进行的电子商务）有关，以便有助于其理解，从而使此类信息对于管理社交网络的上下文有用，以便更好地使用在贸易方面，提高管理决策的有效性和效率。