The Influence of Personality Traits on Egyptian Female Consumers’ Online Impulsivity

Document Type : Original Article

Authors

1 Assistant Lecturer at PR and Advertising Department,Faculty of Mass Communication, Cairo University

2 Professor at the PR and Advertising Department, Faculty of Mass Communication, Cairo University

Abstract

This paper aims to study the influence of Egyptian female consumers’ personality traits, mediated by the influence of positive emotions during online shopping, on their online impulsive buying. A mixed research method, quantitative and qualitative approaches, was used to achieve the research objectives. First, an online survey was answered by 400 Egyptian female consumers, who are 18-45 years old and are used to making frequent online impulsive purchases on the Internet. Then, six focus group discussions among 60 participants, with the same sample criteria, were conducted to justify and elaborate the survey results. The results indicate that the five personality traits studied (Extraversion, agreeableness, neuroticism, consciousness, and openness) significantly influence Egyptian female consumers’ online impulsivity. Extraversion, agreeableness, and neuroticism have a positive influence on online impulsivity. On the other hand, consciousness has a negative influence. Moreover, the results conclude that positive emotions, during online shopping, are influenced by personality traits and positively influence online impulsive buying.
 
 
 

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