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Considering the current global trend in the digital economy, Facebook commerce (f-commerce) is an indispensable component of today’s digital commerce. The purpose of this research is to test the proposed model to validate current theories that evaluate the relationships between online trust and customer f-commerce usage intentions. It has also been proposed to improve usage intention by integrating the relationship between perceived value and trust in electronic commerce (e-commerce). The data was gathered using a structured questionnaire and analyzed with structural equation modeling (SEM;  n  = 435). In this study, gender has been discussed as a moderating factor. The findings describe the positive relationships that exist between antecedents of trust and user intentions toward f-commerce. Furthermore, according to the findings of the study, females are more concerned than males about developing their intentions to utilize f-commerce for online shopping. Theoretical and practical implications are also presented in this study.

Decision Making With an Alternative Mindset in an Online Shopping Environment: Identifying User Intentions Toward Facebook-Commerce