Title: CLICK & PAY: discovering impact inside e-commerce shopper personality

Authors: Undang Juju; Nofrizal; Nuradli Ridzwan Shah Mohd Dali; Afvan Aquino; Aznuriyandi; Rafidianto Wibisono

Addresses: Universitas Pasundan, Bandung, Indonesia ' Sekolah Pascasarjana, Universitas Lancang Kuning, Pekanbaru, Indonesia ' Universiti Sains Islam Malaysia, Nilai, Malaysia ' Fakultas Ekonomi dan Bisnis, Universitas Lancang Kuning, Pekanbaru, Indonesia ' Fakultas Ekonomi dan Bisnis, Universitas Lancang Kuning, Pekanbaru, Indonesia ' Fakultas Ekonomi dan Bisnis, Universitas Lancang Kuning, Pekanbaru, Indonesia

Abstract: Currently, studies on the influence of consumer personality in driving willingness to pay for products in e-commerce are limited. Therefore, the purpose of this study explores the factors that influence consumers' willingness to pay in online commerce, focusing on personality traits and four key variables: social status, FOMO, hedonism, and brand love. Surveying 654 online shoppers and using structural equation modelling, this study found that hedonism, FOMO, and social status significantly influence willingness to pay and brand loyalty. While social status does not directly affect brand love, FOMO directly affects willingness to pay, with brand love and hedonism acting as strong mediators in this relationship.

Keywords: brand love; status social; hedonism; willingness to pay; WTP; e-commerce; FOMO.

DOI: 10.1504/IJECRM.2026.152087

International Journal of Electronic Customer Relationship Management, 2026 Vol.16 No.1, pp.25 - 58

Received: 28 Aug 2024
Accepted: 28 Jun 2025
Published online: 06 Mar 2026 *

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