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

khan, ifrah and Fatima, Tahreem and khan, Azam and ali, Umaid (2020): Understanding impulse purchased in facebook commerce-does big five matter?

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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.

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