A Comparative Analysis of Ease of Use, Perceived Usefulness, and Information Quality in Facebook and Whatsapp Buying Groups

Consumers are increasingly turning to Facebook and WhatsApp groups for social shopping. Existing research highlights how ease of use, platform usefulness, and information quality shape shoppers’ perceptions of platform value. By comparing two major social commerce platforms, this study offers insights to help entrepreneurs and informal traders enhance customer experience, engagement, and purchasing outcomes. This study aimed to identify differences between Facebook and WhatsApp groups in terms of their ease of use, perceived usefulness as shopping platforms, and the quality of information provided by sellers on these groups within a South African context. This study used a quantitative, descriptive research design with an electronic self-administered questionnaire completed by 174 male and female participants (ages 18–55) who had previously shopped via Facebook or WhatsApp groups. The results indicate that the ease of use and perceived usefulness of Facebook and WhatsApp groups are regarded as similar. However, significant differences emerged in perceived information quality, with Facebook groups viewed more favorably. Moreover, it was established that information quality and ease of use significantly influence the perceived usefulness of shopping from both platforms, with ease of use being the strongest contributor. Therefore, whether using Facebook or WhatsApp, sellers must ensure a simple buying process and high-quality information to keep platforms useful for consumers. On WhatsApp, this means leveraging ease of use with clear, simple group communication, while on Facebook it involves providing consistent, credible content to build trust. Future research should use longitudinal designs, include more platforms and demographics, and explore new constructs to better understand social commerce.