ABSTRACT The purpose of this study is to examine the motivations affecting consumers’ pleasure of product browsing on companies’ Facebook pages and their purchase intention. Previous studies on the related topics are from which the study methodology is derived. The developed hypotheses in this study are about the relationships among consumers’ motivations (extrinsic and intrinsic), pleasure of product browsing on companies’ Facebook pages and purchase intention. A questionnaire was administered to test the hypotheses of the study. To analyze the collected data from the questionnaires, software package for statistical analysis (SPSS) and smart partial least squares (SmartPLS) software were applied and the findings were presented and discussed to support the hypotheses. The findings in the study demonstrated that consumers’ purchase intention was affected by extrinsic and intrinsic motivations; furthermore, pleasure of browsing products on companies’ Facebook pages mediates this relationship. Among the different selected factors of extrinsic motivation, convenience had the greatest influence on consumers’ pleasure of product browsing on companies’ Facebook pages and perceived usefulness influenced consumers’ purchase intention more than other factors. Finally, socializing (as a factor of intrinsic motivation) had the greatest effect on consumers to have pleasure of product browsing on companies’ Facebook pages and lead to their intention to do purchase.

1. 1
FACULTY OF BUSINESS AND ACCOUNTANCY
GRADUATE SCHOOL OF BUSINESS
PLEASURE OF PRODUCT BROWSING ON FACEBOOK
AFFECTS PURCHASE INTENTION
MBA Final Research Project
July 2014
Prepared by:
Mehrdad Beyaati CGA120002

2. 2
Presentation Outline
• Motivation Theories
• Extrinsic and Intrinsic Motivational Factors
• Pleasure of Product Browsing
• Conclusions
• Implications
• Suggestions for Future Research
Findings
(Collected Data)

3. 3
• Background
• Problem Statement
• Research Objectives & Questions
INTRODUCTION
• SNSs are global phenomena
• Free services to share Videos, Photos, Texts, News, Trends
• Revolutionizing the way of interaction
• Opportunities (win-win situation)
Significance of SNSs in Malaysia and why Facebook?
Facts Percentage Date
Average Spent time on SNSs 32.3% In March 2013
Visited Facebook 82.3% From 2012-2013
Purchased sth. after sharing
or liking on SNSs 38% March 2013
Not intended to Purchase
after visiting SNSs 62% March 2013

4. 4
• Background
• Problem Statement
• Research Objectives & Questions
INTRODUCTION
• 62% of SNS users do not intend to purchase after visiting SNSs
• Scepticism among many small and medium size businesses
• Risks: Loss of Control & Not Enough ROI
Key to Success:
• SNSs are consumers-oriented arenas (Integral part)
• Understand consumers’ needs, preferences and tastes (motives)
• Fine-tune SNS strategies to attract potentials and manage users
• Ignorance to understand consumers’ behaviours (Affective Factors)
• Failure in promoting products and services

5. • In general, the objectives are to identify the effective motivations lead consumers
to have pleasure of browsing on Facebook and purchase intention and to assess
whether the pleasure may lead to purchase intention or not. Accordingly, the
following research questions are set:
5
• Background
• Problem Statement
• Research Objectives & Questions
INTRODUCTION

6. • Motivation theories that explore on consumer behaviour and psychology (to
examine the probable influence of motivations on pleasure of product browsing on
SNSs and purchase intention)
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• Motivation Theories
• Extrinsic and Intrinsic Motivational Factors
• Pleasure of Product Browsing
LITERATURE REVIEW
Theories discussed in the study
Instinct Theory of Motivation
Incentive Theory of Motivation
Drive Theory of Motivation
Arousal Theory of Motivation
Pleasure-Arousal-Dominance (PAD)
Theory of Reasoned Action (TRA)
Technology Acceptance Model (TAM)
Self-Determination Theory (SDT)

7. • Motivation Theories
• Extrinsic and Intrinsic Motivational Factors
• Pleasure of Product Browsing
LITERATURE REVIEW
• Ext. motivation refers to doing something because it leads to a separable outcome outside
the activity itself affect the performance of the activity.
• Int. motivation refers to doing something because it is inherently interesting or enjoyable
when doing an activity is for its own sake.
• Underlying ext./int. motivational factors from different literature (reconsider how different
researchers discussed these relevant factors to pleasure and purchase intention on SNSs)
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Factors that may affect acceptance and usage of IS (Considered in diff.
literature)
Extrinsic Motivation Intrinsic Motivation
√ Perceived Usefulness Entertainment √
√ Convenience Socializing √
√ Complementarity Curiosity √
Networking Trend Discovery
Collecting Information Adventure/Explore
Cost saving Value

8. • Motivation Theories
• Extrinsic and Intrinsic Motivational Factors
• Pleasure of Product Browsing
• Pleasure (one of three factors in the PAD model widely used in several related studies)
• Pleasure can be measured as the range of responses received from respondents generally
report their feelings as happy or unhappy, pleased or annoyed, satisfied or dissatisfied.
• Kim et al. (2009) assumed the relationships between pleasure and IS continuance intention
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and found a positive significant influence.
• Yeon Ju et al. (2011) developed a research framework and discussed the positive
relationships between Extrinsic/Intrinsic motivations, Pleasure and Behavioural Intention
to use SNS.
Extrinsic
Motivation
Intrinsic
Motivation
Pleasure
Behavioral
Intention to use
SNS
LITERATURE REVIEW
New Trend concerning
Facebook in Literatures:
Online transaction through
Facebook (early stage)

9. • Development of the research framework
• Development of hypotheses
Hypotheses & Research
Framework
• This study develops the research framework based on the adopted following models:
(1) “Motivation-Behavioural Intention”,
9
Extrinsic
Motivation
•USF
•COM
•CON
(2) “Motivation-Emotional Response”,
(3) “Emotional Response-Behavioural Intention”,
Intrinsic
Motivation
•ENT
•CUR
•SOC
Pleasure of
product browsing
on companies’
Facebook pages
Purchase
Intention
Extrinsic Motivation
•Usefulness
•Complementarity
•Convenience
Pleasure of product
browsing on companies’
Facebook pages
Purchase
Intention
Intrinsic Motivation
•Entertainment
•Curiosity
•Convenience
H1a
H1b
H1c
H3a
H3b
H3c
H2a
H2b
H2c
H4a
H4b
H4c
H5

10. • Sampling Design
• Instrument Design
• Survey
RESEARCH
METODOLOGY
• Cross-sectional research - primary source of data using questionnaire survey.
• Sampling technique used is based on convenience sampling (Based on non-probability
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sampling and personal judgment or convenience)
• The selection of respondents was based on 2 primary questions:
1) Facebook Account(s)
2) Experience of product browsing on companies’ Facebook pages
• Questionnaire consists of closed-ended questions and scaled type statements
based on 5-point Likert Scale and contains 6 sections
Distribution of
Questionnaires Response Rate % Response Rate
475 321 67.5

11. Findings (Collected Data)
11
Development
(Introduction)
(Literature Review)
(Hypotheses)
(Framework)
(Sampling Design)

12. 12
• Demographic Characteristics
• Usage Descriptive Statistics
RESEARCH
METODOLOGY

13. 13
• Demographic Characteristics
• Usage Descriptive Statistics
RESEARCH
METODOLOGY
49.5% 42.1% 79% “rarely & almost
never” purchase after
browsing on FB
70% believe WOM
can influence
their decisions

14. 14
• Data Analysis Techniques
• Data Preparation
• Pearson Correlation
• Hypothesis Testing
DATA ANALYSIS AND
FINDINGS
• Preliminary stage: SPSS Version 21 software used to analyze
• Subsequently: SmartPLS ( to further analyse the research framework
• This study uses Structural Equation Modelling (SEM) to do the
analysis on the data sample size of 321
• The following tests done to check the raw data for any errors occurred
Tests Results
Normality of Data √
Linearity √
Homoscedasticity √
Multicollinearity √
Examination of Outliers √
Validity √
Reliability √

15. DATA ANALYSIS AND
FINDINGS
• Data Analysis Techniques
• Data Preparation
• Pearson Correlation
• Hypothesis Testing
Constructs USF COM CON ENT CUR SOC PPB PI
USF 1.000
COM 0.407** 1.000
CON 0.369** 0.382** 1.000
ENT 0.313** 0.351** 0.226** 1.000
CUR 0.398** 0.427** 0.403** 0.436** 1.000
SOC 0.355** 0.350** 0.319** 0.454** 0.450** 1.000
PPB 0.389** 0.430** 0.408** 0.479** 0.479** 0.549** 1.000
PI 0.460** 0.391** 0.342** 0.396** 0.367** 0.462** 0.538** 1.000
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N = 321
* Coefficient, r
± 0.1 to ± 0.3 (Weak),
± 0.3 to ± 0.5 (Medium),
± 0.5 to ± 1.0 (Strong),
** Correlation is significant at the 0.01 level (2-tailed), p< 0.01
• strong, positive correlation btw
pleasure and purchase Intention.
• Increases in pleasure of product
browsing on companies’ Facebook
pages were correlated with increases in
purchase intention.
• It implies that as much as businesses
increase the pleasure of product browsing
for their consumers on Facebook, they
can increase their consumers’ purchase
intention.
• Strong, positive correlation btw
socializing and pleasure of product
browsing on companies’ Facebook
pages
• Increases in socializing were
correlated with increases in pleasure of
product browsing on companies’
Facebook pages.
• As much as companies increase the
socializing aspect of their Facebook
pages, they can increase the pleasure
of product browsing for their consumers.

16. 16
DATA ANALYSIS AND
FINDINGS
• Data Analysis Techniques
• Data Preparation
• Pearson Correlation
• Hypotheses Testing
Extrinsic
Motivation
•USF
•COM
•CON
Intrinsic
Motivation
•ENT
•CUR
•SOC
Pleasure of
product browsing
on companies’
Facebook pages
R²= 0.532
Purchase
Intention
R²= 0.433
H2 (0.204) *
H4 (0.241) *
H5 (0.175)
H5 (0.308) *
H1 (0.221) *
H3 (0.573) **
Extrinsic Motivation
•Usefulness
•Complementarity
•Convenience
Pleasure of product
browsing on companies’
Facebook pages
Purchase
Intention
Intrinsic Motivation
•Entertainment
•Curiosity
•Socializing
H1a (0.112)
H1b (0.011)
H1c (0.133)
H3a (0.246)*
H3b (0.175)
H3c (0.301)*
H2a (0.247)*
H2b (-0.029)
H2c (0.046)
H4a (0.108)
H4b (0.036)
H4c (0.165)

17. • Both extrinsic and intrinsic motivations have positive effect on purchase intention as well as pleasure
of product browsing on companies’ Facebook pages.
• Pleasure has also a positive effect on consumers to have purchase intention.
• The main finding is that perceived complementarity had no positive effect on purchase intention. As a
result, hypothesis 2b is not supported.
• All the selected intrinsic motivation factors had positive effect on both pleasure and purchase intention.
• Convenience is the most correlated extrinsic motivation factor that affects consumers to have pleasure
on companies’ Facebook pages.
• Perceived usefulness is the most significant extrinsic motivation factor that affects consumers to have
purchase intention.
• Socializing factor has the most significant influence on consumers to experience pleasure from among
the intrinsic motivation factors. (It indicates that consumers are highly motivated to use companies’
Facebook pages to get latest news on products, to share and exchange information with others and engage
with other shoppers on this SNS platform.
• Entertainment and curiosity are the second and third significant factor of intrinsic motivation that affect
consumers to have pleasure and purchase intention.
• Pleasure of product browsing on companies’ Facebook pages has a positive effect on consumers’
purchase intention. (It points out that if businesses create pleasurable platform on their companies’
Facebook pages then they can affect their consumers to have more purchase intention.)
• It is in line with the idea presented by Kim et al. (2009) that positive emotional response can cause
“approach” behavioural intention.
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• Conclusions
• Implications
• Suggestions for Future Research
DISCUSSION,
CONCLUSION AND
RECOMMENDATIONS

18. 18
• Conclusions
• Implications
• Suggestions for Future Research
DISCUSSION,
CONCLUSION AND
RECOMMENDATIONS
Implications :
Business administrators can comprehend that
intrinsic motivation > extrinsic motivation (driving role)
Intrinsic Motivation
Factors
Business Administrators must
Socializing • must consider socializing as the key element in
developing their strategies
• Deals Relationships (Yadav
et al., 2012)
pleasure
Entertainment
pleasure
Trend in Marketing
must consider the entertaining aspect of their pages on
Facebook to encourage consumers to use their pages
in order to pass their time and have fun while browsing
their products.
purchase
intention

19. 19
DISCUSSION,
CONCLUSION AND
RECOMMENDATIONS
Extrinsic Motivation
Factors
• Conclusions
• Implications
• Suggestions for Future Research
Business Administrators must
Convenience Provide Availability of related information on
products’ specifications, features and trends on their
Facebook pages. can let the pleasure of product
browsing anywhere at any time. Comfort of
consumers’ own space and schedule must be
enhanced.
Perceived usefulness develop their Facebook pages in a way to provide
facilities to make decisions more quickly and easily
with better, useful information to enable consumers
make better decisions that lead to purchase intention.
pleasure
purchase
intention

20. • Conclusions
• Implications
• Suggestions for Future Research
DISCUSSION,
CONCLUSION AND
RECOMMENDATIONS
• This study reviewed the literature and selected the constructs from different
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researchers in the field of IS and consumer behaviour.
• This is probable to add and examine some other beneficial constructs to the
study from other related fields.
• Other instruments to collect data such as interview and case study
• Since nearly half of the respondents (>49.5%) also use “Instagram”; therefore, it
suggests to examining the motivational factors of consumers in using companies’
Instagram pages in the future.

21. Thank You for Your Patience
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22. 22
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