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

Ariff Md Ab Malik | Zendy; Hanitahaiza Hairuddin | Zendy; Nurfaznim Shuib | Zendy

Open Access

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

Author(s) -

Ariff Md Ab Malik,

Hanitahaiza Hairuddin,

Nurfaznim Shuib

Publication year - 2018

Publication title -

management and accounting review

Language(s) - English

Resource type - Journals

eISSN - 2600-7975

pISSN - 2550-1895

DOI - 10.24191/mar.v17i3.794

Subject(s) - openness to experience , moderation , customer satisfaction , psychology , business , social media , personality , big five personality traits , marketing , advertising , social psychology , computer science , world wide web

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

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