THE FACTORS INFLUENCE CUSTOMERS TO SPREAD eWOM ABOUT CAFES

Abstract

Purpose: The purpose of this study is to review the effect of consumer buying in urge to purchase on impulse purchase. The main objective of this research is to study, especiallywhat are factors affecting the consumer buying behaviour on impulse purchase directly in Facebook commerce. This research study shades light on the effect of urge to purchase on impulse purchase in consumer buying behaviour. The study methodology and design is explanatory as the numerical data and theoretical background was already established and existed. It further investigates by reviewing past researches and explain the existing theory by adopting convenient sampling technique and targeting students of Karachi as sample population. The conceptual framework consisted of Facebook browsing, usage intensity, urge to purchase and impulse purchase. Methodology: The targeted social networking site for data collection was Facebook and a survey conducted from 384 university students in Karachi. The results of the survey analysis has shown that the consumer have high urge to purchase because usage intensity was high on facebook, and on other aspect consumer also have high interest on impulse purchase. Some factors such as psychological factors, social factors and emotional factors, which affect the buyer attitudes on impulse purchase. Findings: The research findings can contribute to the online retailers, marketers and other facebook commerce stakeholders in creating their marketing strategies and policies while providing novel insight in understanding the impulse purchase behavior. Limitations:Convenience sampling is used as a technique to gather responses because of which the data cannot be generalized completely. The research had been finalized within four months hence sample size used in this study was small which could limit the interference drawn from the study. Also, this research is focused on the population of Karachi it cannot be generalized to the population of Pakistan. This research is bound online social commerce called Facebook commerce, and the people from different age group mostly between 25-31 are graduated students.