Using Extraversion to Investigate Social Media Purchase Adoption

Abstract

The advent of social media platforms has brought various opportunities, and among them is social commerce. The platforms have created a great avenue for users and business owners to interact. This study empirically tests the influence of extraversion, social commerce satisfaction, relational contracts, and word-of-mouth intention on social media users’ decisions towards social media purchases. The data for the study was collected using a structured questionnaire, and 210 valid responses were analysed using SmartPLS 3.3. The findings of the study indicated that social commerce satisfaction (SOCSAT) and extraversion (EXTRA) significantly affect how consumers perceive relational contracts (RECO). Furthermore, extraversion and relational contracts were significant predictors of consumer word-of-mouth intention (WOMI). Social commerce satisfaction and word-of-mouth intention positively contribute to predicting consumers' social media purchase adoption (SOPURCA). This study adds to the literature on social commerce and consumer personality traits.