Proceedings of The 5th International Conference on Research in Humanities and Social Sciences
Year: 2021
DOI:
Effect of Big Five Traits on Online Impulse Purchase In Moderation Effect of Hedonic and Utilitarian Shopping Motives
Nasrat Ullah
ABSTRACT:
Online impulsive purchases have surged during the last few years. Several research have been conducted to determine what factors influence customers’ online impulsive purchases. This research was conducted to determine how big five personality traits influence customer’s online impulse purchases, including the moderating impact of Hedonic and Utilitarian shopping motives. The results of 253 people were analysed with five-point Likert scale. For additional descriptive analysis of the responses, (SPSS) version 22.00 was adopted, followed by factor analysis (EFA) and the Hayes macro process for moderation. The findings of this study showed that (IP) impulse purchase was predicted significantly positive from (OPT) optimism, (NEO) neuroticism, (HSM) hedonic shopping motives, and (USM) utilitarian shopping motives respectively. However, the interaction effect of hedonic shopping motive on the relationship between optimism (OPT) and impulse purchase behavior (IP), as well as relationship between (NEO) neuroticism and impulse purchase behavior (IP) was tested and the result shows that there is no significant effect of hedonic shopping motive on both relationships. Also, the interaction effect of utilitarian shopping motive on the relationship between optimism (OPT) and impulse purchase behavior (IP), as well as relationship between (NEO) neuroticism and impulse purchase behavior (IP) was tested and the result shows that there is no significant effect of utilitarian shopping motives on both relationships.
keywords: Big five traits, online impulse purchase, hedonic & utilitarian shopping motive, Hayes macro.