Investigating Female Costumer’s Impulse Buying in Facebook B2C Social Commerce: An Experimental Study

Authors

  • Jengchung Victor Chen Institute of International Management, National Cheng Kung University
  • Waranuch Chotimapruek Institute of International Management, National Cheng Kung University
  • Quang-An Ha School of International Business and Marketing, University of Economics Ho Chi Minh City
  • Andree E. Widjaja Department of Information System, Universitas Pelita Harapan

DOI:

https://doi.org/10.7903/cmr.20448

Keywords:

Facebook Social Commerce, People’s Like, Information Quality, Picture of Product Presentation, Impulsiveness, Latent State Trait Theory, Urge to buy impulsively

Abstract

Along with the popularity of social network site, social commerce such as Facebook has rapidly become a promising platform to conduct online advertisings and business activities. Drawing from Latent State Trait theory (LST), we conducted an online experiment to empirically investigate the impact of information quality, picture of product presentation, the number of people’s “Like”, and impulsiveness on female customer’s urge to buy impulsively as well as the interaction effect of environmental cues and individual trait. The results showed that information quality, picture of product presentation, impulsiveness positively affected urge to buy impulsively. Contrary to our expectation, only information quality was found to interact with impulsiveness to jointly influence impulsive buying behavior, while the interaction of impulsiveness with product presentation and the number of like was insignificant. The findings not only help to enrich our understanding about important factors influencing impulse buying within Facebook B2C social commerce but also offer social commerce practitioners better strategy in selling their products and services, specifically for female customers.

Author Biographies

Jengchung Victor Chen, Institute of International Management, National Cheng Kung University

Dr. Jengchung Victor Chen is a distinguished professor of the Institute of International Management, National Cheng Kung University, Taiwan. He has a Ph.D. in CIS from the University of Hawaii, U.S.A. He has published more than 80 papers in international authoritative journals, including Computers in Human Behavior, Information & Management, Decision Support Systems, Journal of the Association for Information Systems, International Journal of Electronic Commerce, European Journal of Information Systems, Internet Research, Journal of Computer Information Systems, International Journal of Mobile Communications, Journal of Systems and Software, Industrial Management and Data Systems, International Journal of Energy Research, Computer Standards & Interfaces, and many others.

Waranuch Chotimapruek, Institute of International Management, National Cheng Kung University

Ms. Waranuch Chotimapruek earned her M.B.A. from the Institute of International Management, National Cheng Kung University, Taiwan. Her research interests are social commerce and consumer behaviors.

Quang-An Ha, School of International Business and Marketing, University of Economics Ho Chi Minh City

Dr. Quang-An Ha is currently teaching at the University of Economics in Ho Chi Minh City, Vietnam. He earned his Ph.D. from Institute of International Management, National Cheng Kung University, Taiwan. His research has been published in Computers in Human Behavior, Journal of Global Information Technology Management, International Journal of Mobile Communications, International Journal of Energy Economics, Contemporary Management Research, and several international conference proceedings. His research interests include social business, network psychology, and human-computer interaction.

Andree E. Widjaja, Department of Information System, Universitas Pelita Harapan

Dr. Andree E. Widjaja (Corresponding author)is an Assistant Professor in Department of Information System, Pelita Harapan University, Indonesia. He received his Ph.D. from the Institute of International Management, National Cheng Kung University, Taiwan. His research has been published in several international authoritative journals: Computer in Human Behavior, Decision Support Systems, International Journal of Human-Computer Interaction, Enterprise Information Systems, Information Systems Frontiers, International Journal of Mobile Communications, International Journal of Cyber Behavior, Psychology, and Learning, and several others.

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Published

2021-08-03

How to Cite

Chen, J. V., Chotimapruek, W., Ha, Q.-A., & Widjaja, A. E. (2021). Investigating Female Costumer’s Impulse Buying in Facebook B2C Social Commerce: An Experimental Study. Contemporary Management Research, 17(2), 65–96. https://doi.org/10.7903/cmr.20448

Issue

Vol. 17 No. 2 (2021)

Section

Marketing

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