Manuscript Number : CSEIT22849

Using Extraversion to Investigate Social Media Purchase Adoption

Authors(2) :-Philomina Pomaah Ofori, Adelaide Oduro-Asante

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.

Authors and Affiliations

Philomina Pomaah Ofori
School of Management, Jiangsu University, 301 Xuefu Road, Zhenjiang, China
Adelaide Oduro-Asante
Ghana Communication Technology University, Ghana

Extraversion, word-of-mouth intention, relational contract, social commerce satisfaction, SOPURCA

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Publication Details

Published in : Volume 8 | Issue 4 | July-August 2022
Date of Publication : 2022-08-30
License:  This work is licensed under a Creative Commons Attribution 4.0 International License.
Page(s) : 91-104
Manuscript Number : CSEIT22849
Publisher : Technoscience Academy

ISSN : 2456-3307

Cite This Article :

Philomina Pomaah Ofori, Adelaide Oduro-Asante, "Using Extraversion to Investigate Social Media Purchase Adoption", International Journal of Scientific Research in Computer Science, Engineering and Information Technology (IJSRCSEIT), ISSN : 2456-3307, Volume 8, Issue 4, pp.91-104, July-August-2022. Available at doi : https://doi.org/10.32628/CSEIT22849
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