Effects of Personality traits (Neuroticism, Agreeableness, Extraversion, Conscientiousness) on online impulse buying : Moderating role of hedonic motivation

University essay from Högskolan i Halmstad/Akademin för ekonomi, teknik och naturvetenskap; Högskolan i Halmstad/Akademin för ekonomi, teknik och naturvetenskap

Abstract: Effects of neuroticism, agreeableness, extraversion, conscientiousness in online are affecting consumer impulse buying behavior are important to explore because it directly impacts the consumers individually. The objective of this study is to find out the role of demographics and personality traits of a consumer in shaping their online impulse buying behavior. This study will also will evaluate the moderating effect of hedonic shopping in impulse buying behavior of consumers. Quantitative research approach has been used by using survey method and data was collected through adapted questionnaires. The sample of the study was consisted of 200 respondents from different cities of Sweden and response rate was 80%. IBM SPSS data editor was used to conduct data analysis. Multiple linear regression and analysis of variance (ANOVA) with LSD technique was performed to test the proposed hypothesis. Based on the empirical analysis, it is been concluded that personality traits i.e. Neuroticism and Agreeableness have negative and significant relationship online impulse buying behavior. More a person possesses the characteristics of Neuroticism and Agreeableness less will be the online impulsive buying. Furthermore, Openness to Change, Conscientiousness, and Extraversion have positive and significant relationship with online impulsive buying behavior. Results also depict that hedonic motivation moderates the relationship of personality traits and online impulsive buying which implies that the pleasure of online shopping boosts online impulsive buying.

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