The impact of personality trait and social experience on youngsters’ intention to purchase impulsively from social commerce platforms

• Published in: Young consumers 2022-03, Vol.23 (1), p.53-71
• Main Authors: Anindito, Kusworo, Handarkho, Yonathan Dri
• Format: Article
• Language: English
• Subjects: Age groups; Consumer behavior; Consumers; Customers; Emerging markets; Impulse buying; Impulsivity; Personality; Personality traits; Small & medium sized enterprises-SME; Social impact; Social interaction; Social networks; Social research; User behavior
• ISSN: 1747-3616; 1758-7212
• DOI: 10.1108/YC-02-2021-1284

Purpose This study aims to determine the impact of personality traits and social experience on Indonesian youngsters’ intention to purchase impulsively from social commerce (SC) platforms. Furthermore, latent state-trait, personal traits and social impact were used to determine the factors influencing this impulsive behavior. Design/methodology/approach This is a theoretical research model with data obtained from 658 Indonesian youngsters between the ages of 18 and 24. The data were prepared using exploratory and confirmatory factors with the structural equation modeling (SEM) approach used to analyze the direct, indirect and moderating effects. Findings The result showed that hedonic motivation is the most influential personality trait construct that directly determines youngsters’ purchasing intention, followed by perceived behavior control. Furthermore, their constructs from social experience, namely, subjective norms and peer communication, significantly have an indirect effect on the dependent variable through mediator hedonic motivation and perceived behavior control. Originality/value Preliminary studies neglected the social interaction process used by youngsters’ in the impulsive purchase of the SC context. Therefore, this research postulated the associated factors by involving their interplay between personal traits and social experience.