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