OPENNESS TO EXPERIENCE - A MODERATOR BETWEEN SOCIAL COMMERCE SUCCESS FACTORS AND CUSTOMER SATISFACTION RELATIONSHIP: FACEBOOK BRAND PAGE PLATFORM

  • Ariff Md. Ab. Malik Faculty of Business Management, Universiti Teknologi MARA
  • Hanitahaiza Hairuddin Faculty of Business Management, Universiti Teknologi MARA
  • Nurfaznim Shuib Faculty of Business Management, Univerisiti Teknologi MARA

Abstract

Nowadays, the role of 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, the Information Quality is the most important factor that influences the customer satisfaction towards social media applications.
 Keywords: Social Commerce, Information System Success Factors, Personality Traits, Customer Satisfaction, Openness to Experience, Facebook Brand Page
Published
Dec 31, 2018
How to Cite
AB. MALIK, Ariff Md.; HAIRUDDIN, Hanitahaiza; SHUIB, Nurfaznim. OPENNESS TO EXPERIENCE - A MODERATOR BETWEEN SOCIAL COMMERCE SUCCESS FACTORS AND CUSTOMER SATISFACTION RELATIONSHIP: FACEBOOK BRAND PAGE PLATFORM. Management & Accounting Review (MAR), [S.l.], v. 17, n. 3, p. 67-80, dec. 2018. ISSN 2550-1895. Available at: <http://arionline.uitm.edu.my/ojs/index.php/MAR/article/view/794>. Date accessed: 12 may 2021. doi: http://dx.doi.org/10.24191/mar.v17i3.794.