Volume 17 No. 3, December 2018
ARTICLE INFO
Article History:
Received: 17 April 2018
Accepted: 27 June 2018
Available online: 31 December 2018
MANAGEMENT AND ACCOUNTING REVIEW, VOLUME 17 NO 3, DECEMBER 2018
Openness to Experience - A Moderator between Social Commerce Success Factors and Customer Satisfaction Relationship: Facebook Brand Page Platform
Ariff Md. Ab. Malika, Hanitahaiza Hairuddina and Nurfaznim Shuiba
aUniversiti Teknologi MARA, Malaysia
aUniversiti Teknologi MARA, Malaysia
ABSTRACT
Nowadays, the role of the social media in marketing strategies is undeniable. Facebook brand page is one of the platforms used by the marketers to promote their products. The purpose of this study is to investigate whether the Openness to Experience personality moderates the relationship between Information System Success (ISS) factors and customer satisfaction using a sample of 354 customers from three different Facebook brand pages. The result found that the Openness to Experience personality effect the relationship between ISS factors and customer satisfaction. Meanwhile, Information Quality is the most important factor that influences customer satisfaction towards social media applications.
Keywords: Social Commerce, Information System Success Factors, Personality Traits, Customer Satisfaction, Openness to Experience, Facebook Brand Page
Keywords: Social Commerce, Information System Success Factors, Personality Traits, Customer Satisfaction, Openness to Experience, Facebook Brand Page