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Consumer personality, online social interaction, and deep online consumption behavior
1School of Public Policy and Administration, Nanchang University, Nanchang, China.
Scientific Reports
|November 26, 2024
Summary
Consumer personality traits like extroversion and conscientiousness positively influence deep online consumption, with social interaction playing a key mediating and moderating role. Neuroticism showed a negative impact on purchase decisions.
Area of Science:
- Consumer Psychology
- E-commerce Behavior
- Social Interaction Dynamics
Background:
- Understanding the intricate relationship between consumer personality and online purchasing habits is crucial in the evolving digital marketplace.
- Existing research often overlooks the nuanced roles of social interaction in shaping deep online consumption behaviors.
- The Big Five personality traits provide a robust framework for analyzing individual differences in consumer decision-making.
Purpose of the Study:
- To investigate the direct and indirect effects of the Big Five personality traits on deep online consumption behavior.
- To examine the mediating role of online social interaction in the personality-consumption relationship.
- To explore the moderating influence of online social interaction on personality-driven online consumption.
Main Methods:
- Development of a theoretical framework integrating Big Five personality and social interaction theories.
- Application of structural equation modeling and regression analysis on data from 313 Chinese consumers.
- Quantitative analysis of questionnaire data to validate the proposed relationships.
Main Results:
- Extroversion, openness, agreeableness, and conscientiousness positively impact online purchase decisions and post-purchase engagement.
- Neuroticism negatively affects online purchase decisions but has an insignificant effect on post-purchase engagement.
- Online social interaction significantly mediates the link between four personality traits and deep online consumption, and moderates personality effects on purchase decisions.
Conclusions:
- Consumer personality significantly influences deep online consumption, particularly through mediating and moderating effects of social interaction.
- Online social interaction amplifies the impact of certain personality traits, especially conscientiousness, on post-purchase engagement.
- The study highlights the complexity and heterogeneity of personality influences on online consumer behavior, offering valuable insights for e-commerce strategies.
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