The market shares of different online social networking websites have grown rapidly in the recent years. The growth of social media and social network not only created a new way for people to communicate and interact with each other regardless of geographical distance, it also created a new style of commerce at the same time, known as social commerce. Social commerce evolved from Ecommerce and it exists in a community where consumers can share and refer experiences of electronic transactions with each other before making purchase decision. Hence, the purpose of this study is to examine the factors that influence consumer purchase intention in using social media. Majority of previous literatures focus more on Ecommerce. In order to have a deeper understanding on consumer purchase intention in social media, a research model is designed to suggest that entertainment, interaction, trendiness, customization and word of mouth may influence consumer purchase intention in social media websites. Online questionnaires are conducted during this study. Also, several data analyses such as reliability test, Exploratory factor analysis, Independent sample t-test and One-Way ANOVA are conducted. The result of this study proved that entertainment, interaction, trendiness, customization and word of mouth have an impact on consumer purchase intention in social media websites. Lastly, there is a difference of consumer purchase intention in social media websites among the consumers with different demographic characteristics