The purpose of this research is to examine the effect of Big Five Model (BFM), the urge to
purchase (UP) and urgency (UR) on impulse purchase (IP) in Facebook commerce (F-commerce),
with the F-commerce purchase as control variable. So, the research purpose is explanatory as there
is an existing model. Probability sampling technique was used in our research and data collection
was done through Questionnaires. The sample size was 500 university students of Karachi. So,
questionnaires are filled by the students of the different Universities of Karachi. The determination
of the study was to classify the relationship of an impulse purchase in Face book commerce and
the big five personality traits. In this research we are using correlation research design. Exploration
of data was done through PLS (SEM) by performing reliability test, factor analysis and regression
analysis test. The study presented that BFM, UP, UR and F-commerce purchase are important
predictors of the F-commerce IP. UP is subjective by BFM and UR. BFM has a significant positive
relationship with UR. The study confirms that consumer’s personality has great impact towards
online buying the really most important factor in order to grab the consumer’s positive attitude
towards online buying. In future researchers we can add moderating variables like age, gender and
income in the same framework
