Özet:

With the emergence of web 2.0 and enhanced familiarity of social media, an innovative form of e-commerce has been emerged known as Facebook commerce (f-commerce). Numerous researches are conducted to evaluate the factors that influence the social media browsing and intensity of usage, however, few researches are available that evaluate the influence of social media browsing (specifically Facebook) and usage intensity on impulse buying and how these factors urge consumers to purchase. Moreover, current study examines the moderating effect of gender as well. Utilizing the SOR (Stimulus-Organism-Response) paradigm, quantitative analysis was performed on the data collected from Facebook users selected randomly. Most of the proposed hypotheses were statistically significant. Moreover, gender significantly moderates the relationship between urges to purchase and impulse buying. The results of current study can provide guidelines to the online business marketers in formulation of their social media policies and strategy and develop an understanding about the impulse purchase behavior of consumers.

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