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Understanding impulse purchased in facebook commerce-does big five matter?

Author

Listed:
  • khan, ifrah
  • Fatima, Tahreem
  • khan, Azam
  • ali, Umaid

Abstract

The purpose of this research is to examine the effect of 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. So, the research purpose is explanatory as there is an existing model. Probability sampling technique was used in our research and data collection was done through Questionnaires. The sample size was 500 university students of Karachi. So, questionnaires are filled by the students of the different Universities of Karachi. The determination of the study was to classify the relationship of an impulse purchase in Face book commerce and the big five personality traits. In this research we are using correlation research design. Exploration of data was done through PLS (SEM) by performing reliability test, factor analysis and regression analysis test. The study presented that BFM, UP, UR and F-commerce purchase are important predictors of the F-commerce IP. UP is subjective by BFM and UR. BFM has a significant positive relationship with UR. The study confirms that consumer’s personality has great impact towards online buying the really most important factor in order to grab the consumer’s positive attitude towards online buying. In future researchers we can add moderating variables like age, gender and income in the same framework.

Suggested Citation

  • khan, ifrah & Fatima, Tahreem & khan, Azam & ali, Umaid, 2020. "Understanding impulse purchased in facebook commerce-does big five matter?," MPRA Paper 104622, University Library of Munich, Germany, revised 2020.
    • Handle: RePEc:pra:mprapa:104622
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    References listed on IDEAS

    as
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    3. Syed Ali Raza & Nida Hanif, 2013. "Factors affecting internet banking adoption among internal and external customers: a case of Pakistan," International Journal of Electronic Finance, Inderscience Enterprises Ltd, vol. 7(1), pages 82-96.
    4. Shakaib Farid, Dania & Ali, Mazhar, 2018. "Effects of Personality on Impulsive Buying Behavior: Evidence from a Developing Country," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 5(1), pages 31-43.
    5. Rajagopal, 2014. "The Human Factors," Palgrave Macmillan Books, in: Architecting Enterprise, chapter 9, pages 225-249, Palgrave Macmillan.
    6. Wasim Qazi & Syed Ali Raza & Komal Akram Khan, 2020. "The contradiction between self-protection and self-presentation on knowledge sharing behaviour: evidence from higher education students in Pakistan," International Journal of Knowledge and Learning, Inderscience Enterprises Ltd, vol. 13(3), pages 246-271.
    7. Raza, Syed Ali & Qazi, Wasim & Shah, Nida & Qureshi, Muhammad Asif & Qaiser, Shahzad & Ali, Ramsha, 2020. "Drivers of intensive Facebook usage among university students: An implications of U&G and TPB theories," Technology in Society, Elsevier, vol. 62(C).
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Urgency; Big Five Model; Facebook commerce (F-commerce); Impulsive Urge to purshased;
    All these keywords.

    JEL classification:

    • I0 - Health, Education, and Welfare - - General
    • I2 - Health, Education, and Welfare - - Education

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