Title: What triggers impulse purchase in Facebook commerce?

Authors: Lai-Ying Leong; Noor Ismawati Jaafar; Ainin Sulaiman

Addresses: Department of Operations and MIS Faculty of Business and Accountancy University of Malaya 50603, Kuala Lumpur, Malaysia ' Department of Operations and MIS Faculty of Business and Accountancy University of Malaya 50603, Kuala Lumpur, Malaysia ' Department of Operations and MIS Faculty of Business and Accountancy University of Malaya 50603, Kuala Lumpur, Malaysia

Abstract: Facebook commerce or f-commerce has become a new trend in mobile commerce (m-commerce) due to the advancements in mobile communications and social media technologies. Despite a huge business potential in f-commerce, impulse purchase in f-commerce is still not well-understood. Unlike previous f-commerce studies which had focused on apparel; e-service quality; organic rice; and membership continuance intention, the current study investigated utilitarian-, hedonic-, and trust-motivations' effects on participation that influences urge to purchase and ultimately impulse purchase. The effects of the personality trait of urgency towards urge to purchase and impulse purchase were also examined. A sample of f-commerce users was selected and their responses were analysed using PLS-SEM. The model can explain 52.8%, 47.4%, 41.1% and 33.3% variance in impulse purchase, participation, urge to purchase and trust. These findings will be beneficial to the mobile commerce retailers, marketers and other f-commerce stakeholders in formulating their marketing strategies and policies.

Keywords: mobile communications; m-commerce; f-commerce; impulse purchase; urgency; Facebook participation.

DOI: 10.1504/IJMC.2018.092679

International Journal of Mobile Communications, 2018 Vol.16 No.4, pp.459 - 492

Received: 05 May 2016
Accepted: 07 Feb 2017

Published online: 27 Jun 2018 *

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