ISSN: 2222-6990
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This conceptual paper proposes an integrated framework to understand online impulsive buying among Chinese consumers. Drawing on Big Five personality traits and emotional intelligence (EI), and grounded in Stimulus, Organism, Response (SOR) theory, the framework conceptualizes personality traits as the stimulus, emotional intelligence as the organism, and online impulsive buying as the behavioral response. The study emphasizes how individual differences in personality predispose consumers to varying levels of impulsive buying, while EI regulates the extent to which these predispositions translate into behavior. The framework provides theoretical propositions linking each Big Five trait and EI to online impulsive buying tendencies. This research contributes to theory by integrating personality and emotional regulation into the SOR model and offers practical guidance for e-commerce platforms to design interventions and personalized marketing strategies that account for consumers’ psychological characteristics.
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