The influence of personality traits on impulsive online shopping behaviours
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The objective of this research was to seek and understanding of how the role of demographics and personality traits influence impulsive shopping behaviours within online retail platforms. Whilst previous research has focused on traditional offline shopping environments, analysis was deficient on how demographics and personality are intrinsically associated with irrational consumption online. Consequently, this research through quantitative analysis of 104 respondents from an adapted online questionnaire sought to confirm personality as a predictor of impulsive shopping behaviour. The findings revealed that age, gender and frequency had a positive correlation with impulsive consumption, however the results for personality traits proved inconclusive. Nevertheless, the research offered a viable model for future research on how demographics and personality dichotomies influence impulsive purchasing online.
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