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.
Juju et al. (Thu,) studied this question.