Making decision with an alternative mind-set: Predicting entrepreneurial intention toward f-commerce in a cross-country context

Facebook commerce (f-commerce) is a relatively new online entrepreneurial initiative that employs Facebook as an electronic space to promote and implement commercial trades. Available empirical research on f-commerce indicates that research on factors affecting entrepreneurial intention toward f-commerce is sparse. Grounded on the theory of bounded rationality, this paper investigates the drivers of f-commerce entrepreneurial intention of young generation on a cross-nationality basis. Data were gathered from the young pool of senior university students from three countries through self-administered questionnaire. The data were analyzed utilizing PLS-SEM. Findings indicate that all of the predictors appear to be robust in predicting f-commerce entrepreneurial intention of the young adults of all three countries. These outcomes will help potential young entrepreneurs in selecting f-commerce entrepreneurship as an option for their future career. •The predictors of entrepreneurial intention toward f-commerce are explored.•The study deploys the Theory of Bounded Rational Planned Behavior (TBRPB).•Responses of the university students are focused and taken from Romania, Malaysia, and Bangladesh.•PLS-SEM and Multi-Group Analysis (MGA) are employed.•High model predictability is ensured in all the country contexts.