Title: The influences of Big Five personality traits and regulatory focus on impulsive buying behaviour

Authors: I-Jen Wu; Zih-Wei Kuo

Addresses: Department of MICE Marketing and Event Management, Shu-Te University, Taiwan ' Department of MICE Marketing and Event Management, Shu-Te University, Taiwan

Abstract: Advancements in internet technology have facilitated round-the-clock shopping opportunities, expanding the range of available options to consumers. Those predisposed to impulsive buying are more likely to engage in shopping activities. Prior studies have identified personality traits as the main factors behind impulsive buying behaviours, with distinct traits yielding different purchasing patterns. Notably, these personality traits exhibit different regulatory focuses (including promotion focus and prevention focus) and positive versus negative focuses. This study considered online shoppers as the research object. Utilising a questionnaire-based approach, this study explored the five major personality traits of 'openness to experience', 'agreeableness', 'extraversion', 'conscientiousness', and 'neuroticism'. Viewpoints and adjustments focus on 'promotion orientation' and 'prevention orientation' to investigate impulsive buying behaviour. The study's structure and hypotheses were subsequently validated through structural equation modelling. The findings provide valuable insights for marketing professionals in formulating strategies tailored to consumer behaviour.

Keywords: Big Five personality traits; regulatory focus; impulsive buying.

DOI: 10.1504/IJEB.2026.151469

International Journal of Electronic Business, 2026 Vol.21 No.2, pp.176 - 197

Received: 17 Jul 2024
Accepted: 17 Mar 2025
Published online: 02 Feb 2026 *

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