Purchase Intention in Social Networking Services (SNS): Impact of the openness to new experiences personality trait and the socialization process

Framed by the Big Five Factor Model, this study investigated how much one's personality traits and socialisation process influence purchasing intention in social networking services (SNS). This study adopted a snowball sampling method, focusing on SNS users as respondents throughout Malaysia. The data collected were then tested via structural equation modelling (CB-SEM) using AMOS. The study revealed that openness to new experiences, group norms, and social identity significantly impact SNS users’ purchase intention. This study’s discovery gives SNS developers insights into the pattern of SNS users' purchasing intentions and strengthens the socialisation process as a driver that encourages purchases among users. Recognizing the importance of the SSN, businesses should plan strategically based on the comprehension of users’ personalities. It is crucial to incorporate a basic understanding of a person’s personality and his or her reasoning for each intention and behaviour to precisely predict and interpret actions, which would enable businesses to sustainably grow towards building a competitive advantage. By understanding more about the types of personality of SNS users, practitioners, as well as society, will benefit from better decision-making capabilities.