Effects of personality traits and risk perceptions on online impulsive buying intentions: The mediating role of emotions

When considering consumers' online purchasing activities, it can be argued that the impulsive nature of their purchasing behaviors or intentions in online environments is prominent. Although there are numerous studies in the literature supporting this assertion, no study has been found that simultaneously examines how consumers' online impulsive purchasing behaviors or intentions are influenced by their perceived risk factors and personality traits, along with the mediating roles of positive and negative emotions in this effect. However, such a study could provide significant theoretical and practical contributions to explaining the online impulsive purchasing intentions of the new generation consumers, particularly because of their pronounced characteristics of using online environments. Thus, the new generation consumers constituted the context of the study, and within this context, the potential effects of personality traits and perceived risk factors on online impulsive purchasing intention were examined, with a particular focus on the mediating roles of positive and negative emotions. The survey method was utilized in the current study