Factors affecting emotions after impulsive buying behavior: Perspectives from big five personality and bandwagon trait/snob trait under the moderating impact of customer innovativeness and environment knowledge.

Abstract

Consumer behavior is influenced by many psychological factors, in which personality traits play an important role in shaping the decision-making process. This study explores the impact of the Five Big Personality Traits – openness to experience, conscientiousness, extraversion, agreeableness, and neuroticism – on impulse buying behavior. Using a sample of 406 consumers in HCMC, the data was collected through structured questionnaires and analyzed using a structural equation model. The results showed that agreeableness, extroversion, and neuroticism were positively correlated with impulse buying behavior, while experiential openness to experience and conscientiousness had no impact on impulse buying behavior in the context of this study. These findings provide valuable insights for marketers in tailoring strategies to target specific consumer segments driven by personality, ultimately improving marketing efficiency and sales results.