EXPLORING THE FACTORS AFFECTING SME FACEBOOK SHOP RETAIL BUSINESSES IN MADAGASCAR: AN ANALYTICAL INVESTIGATION.

This study investigates the factors influencing Small and Medium Enterprises' (SMEs) Facebook Shop retail businesses in Madagascar. Amidst the global rise in internet usage, social media platforms play a critical role, particularly in online shopping. Employing a comprehensive methodology, including surveys and validated questionnaires, data were collected from SME owners leveraging Facebook features for e-commerce. Utilizing a dual approach with quantitative and qualitative methodologies, the study employs statistical techniques such as exploratory and confirmatory studies, hypothesis testing, and structural equation modeling using SPSS and AMOS 26 software. The findings reveal that perceived usefulness significantly influences the adoption of Facebook online store, playing a pivotal role in driving Small Businesses' uptake. Conversely, both limited payment options and trust and security concerns are found to negatively impact the adoption of Facebook online store. Surprisingly, perceived ease of use, flexibility adaptability, interaction, and larger businesses do not appear to have a significant positive effect on the adoption of Facebook online store, contrary to expectations. This research is investigating the key drivers affecting the adoption of Facebook Shop Retail Ventures and provides insights for both organizations and researchers. [ABSTRACT FROM AUTHOR]