| BOHR International Journal of Advances in Management Research 2026, Vol. 5, No. 1, pp. 6–21 DOI: 10.54646/bijamr.2026.43 www.bohrpub.com

RESEARCH

Attitude of customers towards the Facebook page-based business; analysis of the prospect of F-commerce in Bangladesh

Samira-Binte-Saif*

Islami Bank Bangladesh Ltd, Dhaka, Bangladesh

*Correspondence:
Samira-Binte-Saif,
samiraoct1984@yahoo.com

Received: 18 July 2025; Accepted: 05 December 2025; Published: 27 January 2026

This research aims to examine how Facebook has a significant impact on online businesses. The study aims to describe the plots of Facebook page-based businesses in Bangladesh (BD), given their noticeable engagement. The author tries to investigate the prospects and challenges of Facebook-based business in BD. This research also discusses the factors that are favorable for Facebook page-based businesses and have a positive impact on this online business. Business skill, work-life balance, funding, payment method, educational background, social impact, usefulness, passion, ease of operation, and barriers were identified and analyzed in this study. In this research, the author applies the Technology Acceptance Model (TAM), regression analysis, and the Chi-square test to prove the hypothesis. This study found that the prospect of F-commerce is very prominent in BD, and TAM plays a very significant role in the development and acceptance of Facebook page-based business in this country.

Keywords: TAM, attitude, technology, Facebook page-based business, F-commerce, UTAUT

Introduction

A Facebook Page is a cost-effective tool that businesses use to link with clients and users, share information, and promote their brand on Facebook. It’s a public profile that allows businesses to engage with their audience, share updates, and even sell products. A Facebook page for a business offers several benefits, including a public profile, a professional appearance, two-way communication, building relationships, customer service, promoting products and services, advertising, driving traffic, analyzing performance, page insights, ease of use, accessibility, etc.

Facebook page-based business, or Facebook commerce (F-commerce), is a mode of business that primarily conducts retail transactions on a social networking platform. At present, the volume of F-commerce in Bangladesh (BD) is very appreciable; it is worth approximately Tk 312 crore. Again, more than 3,00,000 stores/shops in BD are operating through Facebook pages. Fifty percent of these store owners are women.

Bangladesh is a developing and populous country. Now, the government of this country is very much encouraging and creating a platform for online page-based businesses. The internet revolution plays a significant role in Facebook page-based businesses. Now, several established business owners have opened online portals because the operating and marketing costs of a Facebook page-based business are comparatively lower than those of a traditional business.

Objective of the research

The fundamental objective of this research is to analyze the prospects and problems of F-Commerce and Facebook page-based business in BD. The prime objectives of this research are:

1.To evaluate the benefit of Facebook page-based business in BD.

2.To identify the factors that affect Facebook page-based businesses in BD.

3.To identify problems related to Facebook page-based business in BD.

4.To make some recommendations on the problem of Facebook page-based business in BD.

Literature review

Creating a Facebook page for any business is an excellent way to engage with current and potential customers. It allows traders to target specific audiences and advertise to them cost-effectively. An accomplished business Facebook page can even be used to build a brand within a specific Facebook community.

Additionally, the rise of mobile technology and app development, artificial intelligence (AI) and automation, virtual and augmented reality, blockchain and cryptocurrency, cybersecurity and data protection, remote work and virtual teams, and the gig economy are all shaping the future of entrepreneurship and the digital age (1).

Accurate technology can help entrepreneurs automate their businesses and make their operations more efficient. Automating a business can help traders free up time to focus on more important tasks. It can also help reduce operational costs. Modern technology can also help boost our business efficiencies.

Direct engagement is the number one benefit of a Facebook business page. Social media platforms are designed to make interaction easy, and that’s true for both personal and business goals. It fosters stronger relationships with your potential customers to bring them along the customer journey (2).

F-commerce

F-Commerce refers to e-commerce on Facebook pages. It is a mode of the so-called Social Commerce that uses social networks to sell a wide range of products without requiring a large investment.

The main benefit of F-commerce is its low cost. The Facebook platform is beneficial for new and small companies that do not have enough budget to maintain another type of digital support. The Facebook page of a business recommends using this mechanism to sell daily necessities such as books, clothes, beauty products, homemade food, accessories (such as bags and suitcases), home furnishings, or children’s products (3).

Benefits of a Facebook business page

•Register essential contact information. If people wonder when the business phone line or storefront is open, they may visit the business Facebook Page for business to find out.

•Engage new and longtime customers.

•Know our audience.

•Reduce marketing costs.

•Promote web traffic.

•Raise/Upgrade search engine optimization (SEO).

Role of the Facebook page of a business on customer service and feedback

A Facebook page for a business allows two-way communication between traders and their customers. Traders can use the messaging service to interact directly with their customers. Customer reviews and comments can be a valuable way to collect feedback and identify areas for improvement (4).

The small business owner or employee is expected to be well-versed in the never-ending to-do list and the sustained difficulties of managing growing workflows.

The upside is that there are many technology solutions designed specifically to assist small businesses, such as automating tasks and streamlining workflows. From communication management tools to specialized software for finance, marketing, and more, these solutions can help entrepreneurs stay organized, save time, and grow their businesses simultaneously (5).

Challenges of F-commerce in Bangladesh

F-commerce faces several problems, of which the following are critical:

Low-speed internet connection and coverage

Product Quality

Language barrier

Literacy rate

Delivery system

Nonuser Friendly Interface

Lack of Privacy policy

Achieving Client trust

Small Number of Debit/Credit Card Users

No legal framework

Insufficient business knowledge.

A brief introduction of TAM and UTUAT

The Technology Acceptance Model (TAM) is an information systems model that models how new users come to accept and use a new technology. The model suggests that when users are presented with a new technology, several factors influence their decision about when and how they will use it and accept it.

The TAM (6) posits that two factors determine whether a computer system will be accepted by its potential users: perceived usefulness and perceived ease of use. These factors influence users’ attitudes and intentions towards the technology (7).

The UTAUT theoretical model suggests that actual technology use is determined by behavioral intention among potential users. The perceived likelihood of adopting the technology depends on the direct effects of four key factors: performance expectancy, effort expectancy, social influence, and facilitating conditions. The effects of predictors are moderated by age, gender, experience, and the involuntariness of use (8).

Data analysis

Data processing method

In this study, the author’s collected data will be combined and validated. Additionally, data will be processed by establishing consistency, inspected with the help of a computer and relevant subject knowledge, and analyzed using statistical tools. Here, the author employed some manual techniques during the collection of opinions through the questionnaire.

First, select respondents who use Facebook, have a valid Facebook ID, and have some knowledge of English and Basic computer skills. Then ask them some questions about how they are happy to use a Facebook page-based business for F-Commerce transactions, and how many customers of Facebook page-based businesses face problems with F-Commerce transactions via Messenger and Facebook ID.

Here, the author used a questionnaire to evaluate the impact of the Facebook page on F-Commerce-related transactions. The author conducted face-to-face interviews with 450 customers.

The study was conducted from September 2023 to April 2024.

From the TAM and unified theory of acceptance and use of technology (UTUAT) perspectives, the perceived use fullness (PU), perceived effectiveness (PE), perceived benefit (PB), PEU, and search engine (SE) are fundamental factors encouraging the adoption and use of the latest technologies. In accordance with the variables in TAM and UTAUT, the following hypotheses were constructed:

Ho1: There is no crucial connection between perceived ease of use and the attitude of customers regarding a Facebook page-based business.

Ho2: There is no crucial connection between perceived usefulness and the attitude of Customers towards using a Facebook page-based business.

Ho3: There is no crucial connection that exists between customers’ attitude regarding the Facebook page-based business and their intention to use it.

Ho4: There is no crucial connection between Age and the customer’s intention to use a Facebook page-based business for F-commerce transactions.

Ho5: There is no crucial connection between the level of computer skill and intention to use a Facebook page-based business.

Ho6: There is no crucial connection between customer satisfaction and the attitude of Customers regarding a Facebook page-based business.

Ho7: There is no crucial connection between social impact and the intention of Customers regarding a Facebook page-based business.

Ho8: There is no crucial impact of Subjective Norm (SN) on the attitude of customers regarding Facebook page-based business.

Ho9: There is no crucial impact of SN on the intention of customers regarding Facebook page-based business.

H10: There is no crucial connection between gender and their attitude regarding the benefit of a Facebook page-based business.

H11: There is no crucial connection between employment status and their attitude towards the benefits of a Facebook page-based business.

Ho12: There is no crucial connection between residential status and their attitude towards the benefit of the Facebook page-based business.

Ho13: There is no crucial connection between marital status and their attitude towards the benefit of the Facebook page-based business.

Ho14: There is no crucial connection between education level and the type of Facebook page-based business.

Data analysis

In this research, the author collected data from 450 respondents across BD. The author used intentional random sampling for samples selection. The author collected data via face-to-face interviews from the respondents. The author uses a 1–5 Likert-scale questionnaire for data collection. The author performed data analysis using the Correlation R-test, regression analysis, independent t-test, validity test, and goodness-of-fit test. Respondents are asked to complete the questionnaire. The respondents filled out a questionnaire about their experience with a Facebook page-based business.

All questionnaires were automated. The testing process was completed when the participants finished their answers.

The research method used in this study is a quantitative descriptive method.

Table 1 presents the demographic data for the respondents, showing that urban respondents are more accustomed to Facebook page-based businesses than rural respondents. This table also showed that undergraduate-level students mostly use Facebook page-based business. In this research, male respondents participated than females.

TABLE 1. Demographic attributes of the respondents.

Table 1 also shows that unmarried respondents are more engaged with F-commerce than married people. This table also showed that most of the respondents are housewives and businessmen. This table also showed that the maximum amount of the businessmen earned (11,000–25,000) BDT. This table also showed that most businessmen used the cash-on-delivery payment method.

Table 2 shows that people in the tech industry are the largest group of respondents for Facebook page-based businesses.

TABLE 2. Distribution of respondents according to their business.

Standard Deviation (SD) is a widely used method for testing data variability. SD expresses how much variation there is from the average (mean). The mean of 4.78 indicates that most respondents agree on that variable. The SD value of 7.90 indicates low stability of ideas for the specific variable.

Here, the maximum mean range is 3.5–5.0, indicating a positive attitude of the respondents. The high SD hints at disagreement among the answers.

Test of hypotheses

Hypothesis one

Ho1: There is no crucial connection between perceived ease of use and the attitude of customers regarding a Facebook page-based business.

Table: The author performed a linear regression analysis to examine the relationship between perceived ease of use and customers’ attitudes toward a Facebook page-based business.

Consequently, Table 13 demonstrates that a crucial relationship exists between perceived ease of use and customers’ attitudes toward Facebook page-based businesses (P = 0.00 < 0.05). The beta value (r = 0.99819958) indicates a strong relationship between attitude and perceived ease of use. The R-Square value confirms that 0.996402405 of the total variance in attitude is explained by perceived ease of use. Hence, the null hypothesis is true.

TABLE 3. Ease of use of the Facebook page of the business.

TABLE 4. Perceived usefulness of the Facebook page of the business.

TABLE 5. Purchase intention through Facebook page.

TABLE 6. Attitude towards using Facebook page for business.

TABLE 7. Perceived benefit of Facebook page for business.

TABLE 8. Technology adoption of Facebook page.

TABLE 9. Subjective norm (SN) of the Facebook page for the business.

TABLE 10. Customer satisfaction towards Facebook page-based business.

TABLE 11. Social impact of Facebook page-based business.

TABLE 12. Correlation between perceived ease of use and attitude.

TABLE 13. Regression between perceived ease of use and attitudea,b.

Ho2: There is no crucial connection between perceived usefulness and the attitude of Customers regarding Facebook page-based business

The t-value results of Table 14 showed that the null hypothesis is rejected.

TABLE 14. Correlation between perceived usefulness and attitudes.

Consequently, Table 15 demonstrates that a crucial connection exists between perceived usefulness and the attitude of customers regarding the use of the Facebook page of a business, because (P = 0.00 < 0.05). The beta value (r = 0.999706706) also reveals that there is a robust connection exists between attitude and perceived usefulness. The R Square indicates that 99.94% of the total inequality in attitude is explained by perceived ease of use. Hence, a constructive relationship exists between customers’ attitudes and their perceived usefulness of a business’s Facebook page. For this reason, the null hypothesis is true.

TABLE 15. Regression between perceived usefulness and attitudesa,b.

Ho3: There is no crucial connection between customers’ attitudes regarding the Facebook page-based business and their intention to use it.

The results in Table 17 demonstrate that a vital connection exists between attitude and the intention to use a business’s Facebook page. Particularly (P = 0.00 < 0.05). The beta value (r = 0.999836315) indicated a strong positive relationship between attitude and the intention to use a Facebook page-based business. The R-square value discloses that 99.96% of the entire disparity of attitude is explained by the intention to use the Facebook page of a business. So the null hypothesis is true.

TABLE 16. Correlation between intention to use and attitude.

TABLE 17. Regression between intention to use and attitudea,b.

Ho4: There is no crucial connection between age and customers’ intention to use a Facebook page-based business for F-commerce transactions.

Tables 18 and 19: One-Way Analysis of Variance (ANOVA) test between the age of the participants and their intention to use face Facebook page-based business for F-commerce transactions:

TABLE 18. Analysis of Variance (ANOVA) test of age and intention to use.

TABLE 19. Mean and SD of age.

TABLE 20. ANOVA test of the level of computer skill and customer’s intention to use Facebook page-based business.

TABLE 21. Mean and SD of the level of computer skill.

TABLE 22. Correlation between customer satisfaction and the attitude of customers.

TABLE 23. Regression between customer satisfaction and attitude of customersa,b.

TABLE 24. Correlation between social impact and intention of customers.

The consequences in Table 19 indicate that a crucial connection exists between the age of the interviewee and their intention to use the business’s Facebook page. Because the P-value of 0.814 is smaller than the level of significance (P = 0.814 > 0.05). So the null hypothesis is neither true nor false, and the alternative hypothesis is true.

The mean of 35.23 indicates that most respondents do not agree on that variable. The SD value is 7.88 indicates that there is a low stability of ideas on the specific variable.

Hypothesis five

Ho5: There is no crucial connection between the level of computer literacy and customers’ intention to use a Facebook page-based business.

Table 20: One-way ANOVA test between the level of computer skill and customer’s intention to use a Facebook page-based business:

The consequence in Table 21 indicates that a significant relationship exists between the level of computer experience and the intention to use a business’s Facebook page, as the P-value of 0.252 is smaller than the significance level of 0.05 (P = 0.252 > 0.05). So, the author rejects the null hypothesis, that there is no crucial connection that exists between the level of computer skill and the intention to use face Facebook page of a business, and accepts the alternative hypothesis.

The mean of 1.96 indicates that most respondents agree on that variable. The SD value is 10.82 indicates that there is a low stability of ideas on the specific variable.

Null Hypothesis 06: There is no crucial connection between customer satisfaction and the attitude of Customers regarding a Facebook page-based business.

The consequences in Table 23 indicate that a crucial connection exists between customer satisfaction and customers’ attitudes toward using a Facebook page-based business, because (P = 0.00 < 0.05).

The beta value (r = 0.998745711) also indicates a robust relationship between attitude and customer satisfaction. The R Square showed that 99.87% of the total variation in attitude is accounted for by satisfaction. So, a positive relationship exists between customer attitude and satisfaction with a Facebook page-based business. Hence, the null hypothesis is true.

Null Hypothesis 07: There is no crucial connection between social impact and intention of respondents regarding Facebook page-based business.

Table 25 presents that there is a notable association between social impact and customers’ intention to use a Facebook page-based business (P = 0.00 < 0.05). The beta value (r = 0.999894889) also showed that a robust connection exists between Intention and social impact. The R Square indicates that 99.97% of the total variation in intention is explained by social impact. Therefore, there is a strong connection between customer intention and the social impact of a Facebook page-based business. So, the null hypothesis is true.

H13: There is no vital influence/impact of SN on the attitude of customers towards a Facebook page-based business.

Here, the author applied an independent t-test,

The calculated t-value = −5.23.

Negative values mean that the observed difference between the means is in the opposite direction to what we thought it would be.

TABLE 25. Regression between social impact and intention of customersa,b.

Although a negative t-value indicates a reversal in the direction of the effect being studied, it does not affect the significance of the difference between groups. So, the null hypothesis that there is no significant influence/impact of SN on customers’ attitudes towards a Facebook page-based business is rejected.

H14: There is no vital impact of SN on the intention of customers towards a Facebook page-based business.

Now the author applies an independent t-test,

The calculated t-value = −0.396.

Here, the calculated t-value is negative, so the null hypothesis is rejected. Thus, the null hypothesis that there is no significant influence of SN on customers’ intention towards Facebook page-based businesses is rejected. There is a significant influence of SN on customers’ intentions towards a Facebook page-based business.

Goodness of fit-test

Null Hypothesis 08: There is no crucial connection between gender and their attitude towards the benefit of the Facebook page-based business.

TABLE 26. Gender vs attitude.

Now the researcher applies the Chi-Square test,

The calculated Chi-square value is = 3.77.

So chi-square cal < chi-square table.

So the null hypothesis that there is no crucial connection between gender and their attitude towards the benefits of Facebook page-based business is not rejected, or it is true. Females have a more positive attitude towards the benefits of the favorite book page-based business than males in BD.

Null Hypothesis 09: There is no crucial connection between occupation and their attitude towards the benefit of the Facebook page-based business.

TABLE 27. Occupation vs attitude.

Here, the researcher applies the Chi-Square test,

The calculated Chi-square value is = 17.54.

So chi-square cal > chi-square tab.

So, for the null hypothesis that there is no significant relationship between occupation and their attitude towards the benefits of a Facebook page-based business, is the null hypothesis rejected or not true? So there is a vital connection between occupation and their attitude towards the benefit of the Facebook page-based business.

Null Hypothesis 10: There is no crucial connection between residential status and their attitude towards the benefit of the Facebook page-based business.

Here, the researcher applies the Chi-Square test,

The calculated Chi-square value is = 18.86.

So chi-square cal > Chi-square table.

So, for the null hypothesis, there is no significant relationship between residential status and their attitude towards the benefits of a Facebook page-based business, which is rejected or not true. So there is a significant relationship between residential status and their attitude towards the benefits of a Facebook page-based business. Urban people have a more positive attitude towards the benefits of Facebook page-based businesses than rural people in BD.

Null Hypothesis 11: There is no crucial connection between marital status and their attitude towards the benefits of the Facebook page-based business.

Here, the author used the Chi-Square test,

The calculated Chi-square value is = 3.08.

So chi-square cal < Chi-square table value.

So the null hypothesis that there is no crucial connection between marital status and their attitude towards the benefits of a Facebook page-based business is true or accepted.

Null Hypothesis 12: There is no crucial connection between education level and the type of Facebook page-based business.

Here, the author used the Chi-Square test,

The calculated Chi-square value is = 190.92.

So Chi-square cal > chi-Square tab.

So, for the null hypothesis, there is no crucial connection that exists between education level and the type of Facebook page-based business, whether it is true or not. Hence, a significant association exists between education level and the type of Facebook page-based business.

Validity test

Content validity

To perform a content validity test, the researcher provided the following questionnaire to respondents.

We know,

Where Ne = number of participants voting essential

N = total number of participants

Now, Content Validity Rate = (366–225)/225 = 0.63.

This formula yields values ranging from +1 to −1; positive values indicate that at least half of the respondents rated the item as essential. The mean content validity ratio (CVR) across items may be used as an indicator of overall test content validity.

Convergent validity

To measure convergent validity, the author used two related scales: profit from a Facebook page-based business and the number of views of a Facebook page-based business.

TABLE 28. Residential status vs attitude.

TABLE 29. Marital status vs attitude.

TABLE 30. Education level vs type of Facebook page-based business.

TABLE 31. Perceptions towards Facebook page-based business.

TABLE 32. Profit rate vs number of views.

Here, the researcher applied the Pearson r-test, and the calculated r = 0.524939819 = 52.5%,

Convergent validity indicates whether a test that is designed to measure a particular construct correlates with other tests that assess the same or similar construct.

Convergent validity is generally considered adequate if >75% of hypotheses are correct, or if a correlation with an instrument measuring the same construct is >0.50.

Discriminant validity

To test discriminant validity, the researcher provides respondents with another questionnaire. Here, the researcher wants to establish a relationship between respondents’ intelligence level and the type of Facebook page-based business.

TABLE 33. Intelligence level vs type of Facebook page-based business.

Now the researcher applied the Pearson r-test,

The calculated r = −0.524694835 = −0.52,

The resulting r-value is negative,

It appears to align with their assumption about the association between the constructs, which is good.

Limitation

There are some limitations to achieving the research objective. In this research, the author considered some selected Facebook page-based businesses as a sample. Moreover, in this research, the author used face-to-face interviews, questionnaire surveys, and a literature review, but excluded the case study method.

Discussion and analysis

Here, the researcher divides respondents by residential status, occupation, education level, and marital status. Here, the researcher found that urban people are more likely than rural people to use Facebook page-based businesses. Here, the researcher divides respondents into three education levels: undergraduate, graduate, and postgraduate. The researcher also showed that men are more engaged in Facebook-based businesses than women. The researcher divided the respondents into three groups: students, businessmen, and housewives. Here, the researcher found that Facebook page-based businessmen use various payment systems, including cash on delivery, online payment systems, Rocket, M-cash, Bkash, and others (Table 1).

Here, the researcher distributed respondents by business. The researcher found that the main businesses of the respondents are fashion, the Tech industry, online over the counter (OTC), medicine shop, website development, app development, Graphic development, graphic design, technical support, social good company, training institute, etc. (Table 2).

Here, the researcher showed that the maximum number of respondents agreed that the Perceived Ease of Use of a Facebook page-based business is very high. The researcher also found that there is high disagreement among the answers to the questions regarding the Perceived Ease of Use of a Facebook page-based business (Table 3).

The study also showed that most respondents reported that the perceived usefulness of Facebook page-based businesses is very high (Table 4). Here, the author also found that the purchase intention through Facebook is very high (Table 5).

In this study, the author found that the majority of respondents had a positive attitude towards a Facebook page-based business (Table 6). The researcher also found that most respondents agreed that the perceived benefits of a Facebook page-based business are very high (Table 7). Most of the respondents found that the storage coverage, speed, availability, compatibility, and trialability of a Facebook page-based business are satisfactory (Table 8).

A majority of respondents agreed that it is a very prudent idea to use and purchase through F-commerce and Facebook page-based businesses (Table 9). Most respondents expressed satisfaction with the Facebook page and F-commerce (Table 10).

In this research, most respondents agreed that Facebook is the best social platform for choosing products, selecting a payment method, receiving confirmation, and canceling orders (Table 11).

The above study shows a connection between perceived ease of use and respondents’ attitudes toward Facebook page-based businesses. In this research, the Beta value (r = 0.99819958) indicates a robust positive correlation between attitude and perceived ease of use. Again, in this research, the R Square indicated that 0.996402405 of the total variance in attitude is explained by perceived ease of use, so the null hypothesis that there is no significant relationship between perceived ease of use and customers’ attitudes toward a Facebook page-based business is accepted (Table 13).

Association is a concept, but correlation is a measure of association, and mathematical tools are provided to measure the magnitude of the association. So, customers’ ease of use of a Facebook page-based business can’t affect their attitude towards it (Table 12).

Again, in this research, the author found no significant association between perceived usefulness and respondents’ attitudes toward a Facebook page-based business. So, if the customers do not get enough usefulness through the Facebook page-based business, it affects the attitude of respondents (Table 15)

The author also found that there is no significant relationship between customers’ attitudes toward Facebook page-based businesses and their intention to use them. However, the beta value (r = 0.999442235) in the table indicates a strong positive correlation between attitude and the intention to use Facebook page-based businesses. These two statements contradict each other, suggesting that customers’ attitudes and their intention to use Facebook page-based businesses are strongly positively correlated, but customers’ level of aggressiveness or politeness does not influence their intention to use Facebook page-based businesses for F-Commerce transactions (Table 16).

In this research, the author also found an important link between age and customers’ intention to use a Facebook page-based business. Younger customers indeed have a positive intention to use Facebook page-based businesses in BD (Table 18).

This research also shows that there is no significant association between computer literacy and customers’ intention to use Facebook page-based businesses, which is false. Therefore, respondents’ computer skills affect their intention to use a business Facebook page for F-Commerce transactions (Table 20).

The research also expresses that there is no significant connection between customer satisfaction and their attitude towards Facebook page-based businesses. So, if customers are less satisfied with Facebook page-based business services, they may use F-commerce less (Table 22).

This research found that businesses with Facebook pages exert a positive social influence. The study also shows that social impact and customer intention have no significant relationship. So, if the social impact of a Facebook page-based business is reduced, it cannot decrease customers’ intention toward the Facebook page of a business (Table 24).

The research also found a significant association between gender and customers’ attitudes toward Facebook page-based businesses (Table 26).

The research also found no significant link between employment status and attitude toward Facebook page-based business (Table 27).

The research also shows that residential status and customers’ attitudes towards businesses on Facebook pages are significantly related. Urban residents have a more positive attitude towards Facebook page-based businesses because such systems are less common in rural areas of BD. The research also establishes a significant relationship between education level and the type of Facebook page-based business in BD (Table 28).

The research found no significant correlation between marital status and attitude towards Facebook page-based businesses. Married and unmarried people have the same level of attitude towards Facebook page-based businesses (Table 29).

The researcher found that a remarkable association exists between education level and the type of Facebook page-based business. Respondents at the graduate level and below are mostly engaged in fashion, tech, online OTC, and website development. Graduate-level respondents are mainly interested in training and social good companies. Postgraduate-level respondents primarily engage with website development and graphic design (Table 30).

For validity test purposes, the author shows that content validity proves that half of the customers rated the Facebook page of a business as essential for performing F-commerce related transactions (Table 31). Convergent validity shows that making a profit through Facebook page-based businesses and the number of views of Facebook page-based businesses are positively related (Table 32).

In this research, the discriminant validity is negative. To assess discriminant validity, the author selected two criteria: the customer’s intelligence level and the type of Facebook-based business. Here, the author used the Pearson r-test, which yields a negative value (−0.52). Therefore, the intelligence level is negatively related to the type of Facebook page-based business (Table 33).

Recommendations

To address the limitations of Facebook page-based businesses, the government and the private sector in BD should implement effective measures. Additionally, our policymakers should take certain steps and establish guidelines to help make F-commerce more successful. The main guidelines are:

1.Cost of bandwidth.

2.Clear guidelines for smooth online transaction.

3.Dual Language Translation.

4.Establishment of regulatory body.

5.Improvement of Delivery Channel.

6.Legal Guideline.

Conclusion

This research aims to identify the proportion of Facebook page-based business owners who use Facebook as their primary means of doing business. In this study, the author attempts to identify the factors that affect the prospects and problems of F-commerce, which is conducted through the social network platform Facebook. This study also identifies some social and cultural factors that enhance the success of F-commerce transactions. Additionally, this research reveals notable impediments, including intense competition, delivery barriers, customer and supplier interactions, and the use of imported materials, that hinder the growth of Facebook page-based businesses in BD.

The positive effect of operating a Facebook-based business in BD is that these businesses can run in any situation because they are inherently organized and maintain a broad network of friends.

This research clearly outlines the features, usefulness, ease of use, social impact, financial benefits, and types of businesses in the field of Facebook page-based businesses. The research also analyzes how various characteristics of people, such as age, gender, education level, and locality, can influence the intention to use Facebook page-based businesses or to become a Facebook page business owner. Currently, virtual social networks are playing a prominent role in online business in BD. There are some crucial problems faced by online businesspeople in BD, such as delivery issues and issues with imported materials, which can be easily reduced if the government and other organizations collaborate to support Facebook page-based business owners.

Implication and future study

The discussion section concludes that the author has identified some recommendations for implementing this study.

1.For companies:

The author expects that this research can serve as a resource to enhance the bond between customers and shopping channels, bringing many benefits to Facebook page-based entrepreneurs.

2.For the Academic field:

This study may serve as a source for students researching the positive impact of Facebook, business websites, advertising, and TAM.

3.For future studies:

Future researchers might focus on new business locations or countries, such as India, Pakistan, Afghanistan, and other Asian countries. Future research could analyze customer expectations for online business and investigate the influence of TAM and technology adoption in greater detail, while collecting more precise data.

Conflict of interest

The authors report no conflict of interest concerning the materials or methods used in this study or the findings specified in this paper.

References

1. Gupta S, Abbas A. Technology acceptance model (TAM): a bibliometric analysis from inception. J Telecommun Digit Econ. (2022) 10(3):77–106.

2. Permana LGP, Astawan PMA, Laskmi KW. Analisis Penggunaan Paylater dalam Transaksi Digital dengan Konstruk UTAUT 2. Jurnal Akuntansi Dan Keuangan. (2022) 9(2):84–91.

3. Pamoro GJ. The principle of balance e-contracts in paylater features in e-commerce. Notaire. (2022) 5(3):377–94.

4. Aziz MNA, Kamaruddin N. The evolution of the technology acceptance model (TAM). In: The Interdisciplinary of Management, Economic and Social Research. (2020). p. 242.

5. Herlina Widyaningrum D. Menakar Kecenderungan Perilaku Impulse Buying Belanja Online Generasi Millenial pada Masa Covid-19. FJMR. (2022) 1(3):481–92.

6. Davis FD. Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Q. (1989) 13(3):319–40. doi: 10.2307/249008

7. Hadianto A. Kajian Tentang Perilaku Pengguna Sistem Informasi Dengan Pendekatan Technology Acceptance Model (TAM). Academia (2008).

8. Venkatesh V, Morris MG, Davis GB, Davis FD. User acceptance of information technology: toward a unified view. MIS Q. (2003) 27(3):425–78.

Bibliography

9. Putri FA, Iriani SS. Pengaruh Kepercayaan dan Kemudahan terhadap Keputusan Pembelian Menggunakan Pinjaman Online Shopee PayLater. Jurnal Ilmu Manajemen. (2020) 8(3):818.

10. Rahayu SW, Gani IA. Perlindungan data pribadi konsumen pada transaksi paylater. Jurnal Hukum Magnum Opus. (2022) 5(1).

11. Rahayu T. Analisis Akad Jual Beli E-Commerce Shopee Paylater dalam Perspektif Ekonomi Islam. Iqtishodiah. (2021) 3(2):1–15.

12. Sari R. Pengaruh Penggunaan Paylater Terhadap Perilaku Impulse Buying Pengguna E-Commerce di Indonesia. Jurnal Riset Bisnis Dan Investasi. (2021) 7(1):44–57.

13. Solihin AM, Kosasih AD, Fajrussalam H, Rahmawan DT, Azzahra DA, Fitriyani FM. Analisis Transaksi Shopee Paylater Dalam Perpektif Hukum Islam. Jurnal Pendidikan Guru. (2022) 3(4):284–8.

14. Waluyo M. Mudah Cepat Tepat Penggunaan Tools Amos Dalam Aplikasi (SEM). UPN Veteran (2016).