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Understanding impulse purchase in Facebook commerce: does Big Five matter?

Lai-Ying Leong (Department of Operations and MIS, Faculty of Business and Accountancy, University of Malaya, Kuala Lumpur, Malaysia) (Faculty of Business and Finance, Universiti Tunku Abdul Rahman, Kampar, Malaysia)
Noor Ismawati Jaafar (Department of Operations and MIS, Faculty of Business and Accountancy, University of Malaya, Kuala Lumpur, Malaysia)
Ainin Sulaiman (Department of Operations and MIS, Faculty of Business and Accountancy, University of Malaya, Kuala Lumpur, Malaysia)

Internet Research

ISSN: 1066-2243

Article publication date: 7 August 2017

Abstract

Purpose

The purpose of this paper is to examine the effects of the Big Five Model (BFM), the urge to purchase (UP) and urgency (UR) on impulse purchase (IP) in Facebook commerce (F-commerce), with the F-commerce purchase as control variable. It also investigates the influence of BFM and UR on UP and the effects of BFM on UR.

Design/methodology/approach

The survey instrument was rigorously validated via content validity index by expert panel, Q-sort procedure for construct validity by practitioners in pre-test, followed by evaluation of construct reliability in the pilot test. Data gathered from 808 usable questionnaires were analyzed using SmartPLS 3.

Findings

The study showed that BFM, UP, UR and F-commerce purchase are significant predictors of the F-commerce IP. UP is influenced by BFM and UR. BFM has a significant positive relationship with UR. F-commerce experience has insignificant moderating effect.

Practical implications

This study provides some useful practical implications for the F-commerce administrators, advertisers, dealers and promoters.

Originality/value

Existing studies focus on the antecedents of IP in conventional stores and online businesses; however, IP in F-commerce has been largely overlooked. The study investigates the impacts of personality traits on IP and its effects on UR and UP. The mediating effects of UR and UP were also examined. The study is able to predict 64.4, 68.0 and 49.0 percent variance in IP, UP and UR, respectively.

Keywords

Acknowledgements

The whole study is supported by the University of Malaya with research Grant Number PG014-2014B with the project entitled “Understanding the antecedents of purchase behavior among Facebook commerce (F-commerce) users.” The researchers would like to express their heartfelt appreciations to all the expert panel members, practitioners and judges for their kind assistance and also valuable comments in developing the survey instrument. The researchers would also like to thank the respondents for participating in this study.

Citation

Leong, L.-Y., Jaafar, N.I. and Sulaiman, A. (2017), "Understanding impulse purchase in Facebook commerce: does Big Five matter?", Internet Research, Vol. 27 No. 4, pp. 786-818. https://doi.org/10.1108/IntR-04-2016-0107

Publisher

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Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited