Examining the influence of HEXACO personality traits on impulse buying tendency, perceived enjoyment, and impulse buying behaviour in the context of Instagram commerce

This study examines the relationships between HEXACO personality traits, impulse buying tendency, perceived enjoyment, and impulse buying behaviour in the Instagram commerce scenario. A conceptual framework is developed to hypothesise the relationship between HEXACO personality traits and different aspects of shopping behaviour. The questionnaire was thoroughly reviewed by an expert panel using a content validity index, followed by convergent and discriminant validity analysis using AMOS software. By using structural equation modelling, 852 relevant data points were analysed. This research contributes to the literature by creating and testing a new extended model of HEXACO personality and impulsive buying behaviour. The connection between impulsive buying behaviour and HEXACO personality traits (specifically emotionality, agreeableness, and openness to experience) is strengthened by the presence of an impulsive buying tendency. It is postulated that the mediating effect of impulsive buying tendency and perceived enjoyment amplifies the impact of HEXACO personality traits on impulse buying.