Naslov
Big Five Personality Traits as Determinants of Consumer Impulsive Buying of Digital Products

Autori
Piri Rajh, Sunčana

Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, sažetak, znanstveni

Izvornik
Abstracts of FEB Zagreb 13th International Odyssey Conference on Economics and Business / Pavić, Ivana ; Galetić, Fran ; Ferjanić Hodak, Danijela - Zagreb : Ekonomski fakultet Sveučilišta u Zagrebu, 2022, 44-44

ISBN
978-953-346-180-9

Skup
13th International Odyssey Conference on Economics and Business

Mjesto i datum
Dubrovnik, Hrvatska; online, 01.06.2022. - 04.06.2022

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Recenziran

Ključne riječi
Big Five personality traits ; impulsive buying ; digital products ; consumer behavior

Sažetak
Impulsive buying has been a subject of academic interest for many years. In brief, this type of consumer behaviour refers to an unplanned purchase activity based on a consumer’s sudden urge to buy a product. Research studies have shown that impulsive buying can be affected by various factors. One of them is the personality traits of consumers that can be described as their relatively stable and consistent internal characteristics reflected through their beliefs, feelings, and behaviour patterns. Numerous research studies have accepted a taxonomy of personality traits, also known as the Big Five model, to explain different aspects of consumer behaviour. Since empirical findings suggest that the aforementioned personality structure model is also related to impulsive buying behaviour, the same model has been applied in this study, as well. So far, the majority of research on impulsive buying has been conducted in the context of offline purchases and for tangible products, while empirical findings on impulsive purchases of digital products are rather scarce. Given the fact that the findings of the previous research studies on impulsive purchasing behaviour in an offline setting may not be valid in the case of impulsive buying of digital products (such as movie, video, and music files, software, e-books, etc.), as well as the fact that a substantial number of impulsive purchases take place in an online environment, the conduct of this research might be considered justified. Therefore, the aim of the research is to explore and determine the relationship between the Big Five personality traits of consumers and their impulsive buying of digital products. In order to test the aforementioned relationship, empirical research has been conducted in a form of an online survey, on a sample of 302 respondents. A highly-structured questionnaire consisted of the measurement scales borrowed from the relevant literature and adapted for the context of the research. Empirical data were analysed by using exploratory factor analysis, Cronbach’s alpha coefficients, multiple regression analysis, and methods of descriptive statistics. The research results indicate the relative importance of two personality traits in predicting the consumers’ tendency to impulsively buy digital products. Specifically, research findings indicate that impulsive buying of digital products is significantly and positively affected by Agreeableness ; in addition, impulsive buying of digital products is significantly and negatively affected by Conscientiousness. The impact of the other three personality traits (Openness to Experience, Extraversion, and Neuroticism) on digital product impulsive buying was not confirmed. This research contributes to the literature by examining the effect of the Big Five personality traits on impulsive buying of digital products and broadening the existing body of knowledge regarding consumer impulsive buying behaviour in an online setting.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA