Understanding impulse buying in E-commerce: The Big Five traits perspective and moderating effect of time pressure and emotions

Impulsive buying behavior is crucial for understanding the psychological dynamics of consumer purchasing in the online marketplace. Identifying antecedents and moderating factors is vital to comprehensively understanding impulsive buying behavior. This research explores the influence of the Big Five personality traits on impulsive buying behavior in e-commerce settings and investigates the moderating effects of time pressure and emotions on these relationships. Data was collected through online questionnaires from 342 Indonesian participants with e-commerce purchasing experience. Structural Equation Modeling was utilized to validate the research hypotheses. The findings reveal that personality traits such as agreeableness, openness to experience, extroversion, and conscientiousness significantly drive impulsive buying behavior in e-commerce. Additionally, the study highlights that the interaction between emotions and neuroticism, as well as time pressure and agreeableness, significantly impacts impulsive buying behavior. The findings contribute valuable theoretical insights by demonstrating how specific Big Five personality traits influence impulsive buying behavior, while also providing practical implications for e-commerce platforms to effectively manage and leverage time pressure and emotional triggers to enhance consumer engagement and drive impulsive purchases.