Personality Antecedents of Online Buying Impulsiveness

Abstract

Abstract-The hierarchical relationships of personality traits related to online buying impulsiveness were empirically examined. The results show that three elemental traitsagreeableness, need for arousal, and need for material -are predictive of online buying impulsiveness. Middle level trait of value consciousness is mediating the effect of conscientiousness and negatively associated with the dependent variable. Index Terms-Online buying impulsiveness, trait theory, 3M model I. INTRODUCTIONOver the past decade, e-commerce has flourished and enjoyed a growth rate unrivaled by the traditional retail business. According to a report released by Taiwan"s Institute for Information Industry, domestic e-commerce reached NT$ 365 billion in 2012, a growth rate of 28.5% compared to the revenue of previous year. As more and more consumers turn to the Web as an indispensable source of price and products/brands information, the future of e-commerce seems even more promising. Therefore, studies on consumer behavior online are of great importance for both academic and practical researches.One of the underdeveloped areas in online consumer research is impulse buying behavior. It is widely accepted that rational shopping model could not explain the whole spectrum of people"s shopping motivations. In a more enjoyable shopping environment and with increased disposal incomes, consumers tend to shop more impulsively [1]. Moreover, impulse buying would be higher online compared to store shopping due to the normal evaluations of consumers are less of an inhibited factor [2].As to the determinants of consumers" online behavior, demographics variables and more mutable personal factors like individual attitudes and personal perceptions have been frequently studied, personality variables like traits, on the other hand, have been under-investigated [3]. Since personality studies have long been an important research tool for examining human behavior [4] and trait-factor theory became the primary basis of marketing personality research [5], some personality traits related to online buying impulsiveness will be examined in this study.The hierarchical approach will be employed in this research, which means, personality traits are interrelated hierarchically and classified by the degree to which they pervade behavior [6]. Traits of variety seeking and value consciousness are proposed to be two of the antecedents of Manuscript received November 10, 2013; revised January 9, 2014. Tsai Chen is with the Department of Communication, Fo Guang University, Yilan County, ROC (e-mail: tchen@mail.fgu.edu.tw).Ming Chang Lee is with the Department of Management, Fo Guang University, Yilan County, ROC (e-mail: lmj0055@gmail.com).online buying impulsiveness in the study. At the same time, the relationships between the two traits and more "broad" personality dispositions will be also subjected to empirical test. II. THEORETICAL BACKGROUND AND HYPOTHESES A. Trait HierarchyA trait is a temporally stable, cross-situational individual difference. Personality trai...

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“…However, in our study, we did not find strong associations for neuroticism, but we were able to find several effects for extraversion, showing that more extraverted individuals have more favourable attitudes towards online shopping and a higher willingness to buy online. Our mediation model is supported by previous research, showing that personality traits are elemental traits and buying impulsiveness is a surface trait [42], and together, they could augment attitudes and the buying intention. The total effects of extraversion could be explained by the high sociability and flexibility of extraverts, who are more receptive to change, to new things and ideas [45], which is highly significant for enhancing the standard electronic commerce by means of augmented reality.…”

“…Personality traits as determinants or antecedents of buying behaviour have lately become an important topic of research. The Big Five model of personality seems to be the most used model, offering a subset of elemental traits efficient in predicting buying behaviours [42]. Ref.…”

“…Buying impulsiveness was also included both as predictor and mediator between the Big Five personality traits and shopping behaviour. The Big Five personality traits and the locus of control were considered as elemental traits, whereas buying impulsiveness was considered a surface trait [42]. As a surface trait, according to the Category-Specific surface traits theory, buying impulsiveness occurs as a result of person, situation and product category interactions and could be highly predictive of attitudes and buying intention.…”

Pengaruh Big Five Personality dan Self Construal Terhadap Impulsive Buying Pada Konsumen E-Commerce

“…Dalam beberapa penelitian sebelumnya telah didapati bahwa traits kepribadian yang terkait dengan faktor psikologis, disebut memiliki keterkaitan dengan impulsive buying konsumen (Chen & Lee, 2015;Shahjehan dkk., 2012;Verplanken & Herabadi, 2001). Traits sendiri dapat dijelaskan sebagai sistem kebiasaan dan kumpulan sifat-sifat yang merupakan komponen dasar dari kepribadian (Allport, 1922dalam John dkk., 2008.…”

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“…Furthermore, research has demonstrated that impulsivity is associated with the decision-making process of consumers, both offline and online (Huang and Kuo, 2012). Consequently, online buying impulsiveness has been scrutinized several times (Chen and Lee, 2015;Huang and Kuo, 2012;LaRose and Eastin, 2002). Although these studies focus on when and how impulsive purchasing occurs, it is to be expected that a relationship between impulsivity and online purchasing behavior exists.…”