Personality traits and its impact on continuance intention to use social networking sites to buy branded clothing

Abstract

Personality traits are vital to study in the case of clothing buyers through social networking sites (SNS). In this study, an effort is made to bridge the gap by assessing the “big five” individual personality traits. These traits include neuroticism (extroversion), extraversion, openness to experience, conscientiousness, and agreeableness. In addition, customer value may moderate the link between personality traits and continuance intention. A survey of customers on Pakistani students was carried out. Structure equation modelling was applied to analyse the collected data from 450 respondents. Our research showed that extraversion, agreeableness, and neuroticism are all connected to the buying behaviour of students through SNS. Furthermore, this study confirms the moderating role of customer value between personality traits and purchase intention. The findings of this study have the potential to be beneficial for all stakeholders engaged in the buying and selling of clothing brands through SNS.