Track: Modeling and Simulation

Abstract

This study aims to identify if extraversion traits moderate consumers' impulse buying behavior and identify other determinants that can trigger consumers' impulse buying behavior on e-commerce platforms during the COVID-19 pandemic. Using a convenience sampling method, people domiciled in Jakarta, Bogor, Depok, Tangerang, Bekasi (Jabodetabek) and Surabaya were selected as samples. Out of 265 questionnaires distributed, 206 completed questionnaires can be analyzed. The Partial Least Squares Structural Equation Modeling (PLS-SEM) analytical approach is used to evaluate hypotheses. This study's result revealed how customers' impulsive buying behavior is significantly affected by hedonic motivation and fear of missing out (FOMO) on e-commerce platforms during the COVID-19 pandemic. Meanwhile, during the pandemic, impulsive buying behavior was not affected by sales promotions, and extraversion characteristics could not mitigate the link between those variables and impulse buying behavior.