Impact of Big Five Personality Traits on Online Impulse Purchases: The Moderating Role of Demographic Factors
DOI:
https://doi.org/10.70670/sra.v4i2.2114Keywords:
Five Personality, Impulse, Purchases, Demographic FactorsAbstract
Lately, interest in the concept of the Big Five Personality has been growing with academics having acknowledged the personality traits as major contributors to impulsive purchase behavior. Researchers have carried out research to understand how the five key personality traits impact the impulsive behavior of consumers on the Internet taking into consideration the effect of demographic factors. We collected information on 215 people through the administration of a questionnaire in the form of a structured questionnaire via Google Forms. We used SPSS and Hayes procedure to do moderation and regression analysis of the data. The findings indicate that particular personality variables have a substantial impact on online the likelihood of indulging in impulsive online purchases. Our research revealed that extraversion, conscientiousness, and openness have a noteworthy impact. However, upon examining other personality traits, it is evident that neuroticism (NEU) does not have a significant effect on online impulsive purchasing behavior. The interaction terms including extraversion and income are statistically significant predictors of online shopping behavior, albeit the magnitude of the effect is rather small. The association impact of income on impulsive purchase is significantly influenced by one's level of conscientiousness. According to the results, it seems that those with greater income levels and conscientious personality qualities had a lower tendency to make impulsive purchases. Age has a substantial influence on the development of personality traits and impulsive conduct online, and this influence varies as individuals’ age.
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