New business practice through the Internet has adopted by the retailers, and has
been generally known as e-commerce. Sellers and consumers can make a
business deal through the Internet without face-to-face communication.
Widespread of E-commerce has gross up the numbers of consumers to shop
online, it's become a new trend around the world. The retailers have profited
through this new channel and consumer has improved their lifestyle by using
online services to purchase products. The purpose of this research is to examine
determinants (e.g., perceived usefulness, perceived ease of use, perceived risk
and perceived enjoyment) of customer perceptions toward online purchasing via
Facebook (F-Commerce) among Asian region. This study makes some
contributions, (1) this study tests determinants of customer perception of online
shopping through F-Commerce to provide implications for Internet retailing
and (2) provides ideas for online marketing strategy
