Abstract
Youth are the main group of social media users, but there is limited literature on the influencing factors of impulse consumption tendency that focus on youth. This research mainly studies the influence of teenagers' personality traits on impulse buying. We attempt to the mediating effect of upward social comparison and the moderating effect of emotion. We design a questionnaire with measures of personality, upward social and emotion in the recent one month. We expect that the positive/negative emotion would moderate the direct influence of personality traits on impulse consumption and the indirect effect of upward social comparison on impulse consumption. The study not only contributes to the youth purchase behaviors but also links the connections among the personalities, emotions, and purchase intention.
Recommended Citation
Jia, Qiong; Zhang, Anqi; and Wan, Ziyu, "Research on the Effects of Youth Personalities on Impulse Purchasing Intention" (2021). ICEB 2021 Proceedings (Nanjing, China). 62.
https://aisel.aisnet.org/iceb2021/62