Analysis of the Multilevel Impact of Social Network Quality on Personality Dimensions in Purchasing

Document Type : Research Paper

Authors

1 Assistant Prof., Department of Public Administration, Faculty of Management and Accounting, Shahid Beheshti University, Tehran. Iran.

2 MSc., Department of Business Management, Faculty of Management and Accounting, Shahid Beheshti University, Tehran, Tehran, Iran.

Abstract

Objective
In today’s rapidly growing era of internet and mobile technology, customers can shop anytime and anywhere. Increased online shopping due to various marketing strategies has led to impulsive and addictive unplanned purchases. Consequently, behaviors related to impulsive buying and compulsive shopping have caught the attention of marketing researchers. This study aims to analyze and examine the multilevel impact of social network quality at the community level on the relationship between personality dimensions and impulsive and compulsive buying.
 
Methodology
To achieve the research objective, a model based on individuals’ preferences according to the Myers-Briggs Type Indicator (MBTI) personality dimensions is proposed. The study population consists of social media users. The research questionnaire was distributed among 460 individuals using convenience sampling from an unlimited population based on Morgan’s table, and 385 valid questionnaires were collected. The reliability of the questionnaire was confirmed using Cronbach’s alpha and the CR index, while its validity was confirmed using content, convergent, and discriminant validity methods. Data analysis was performed using partial least squares structural equation modeling (PLS-SEM) with SmartPLS software.
 
Findings
The innovation in this analysis lies in its multilevel execution. The output from HLM 7 software indicates multilevel relationships among the research variables. The study reveals that social network quality at the community level significantly affects impulsive buying behavior and the relationship between personality dimensions and compulsive shopping at the individual level. Most MBTI dimensions, except for sensory and intuitive aspects, influence compulsive online shopping. This suggests that MBTI-based personality dimensions can be an excellent tool for predicting addictive behaviors, such as compulsive shopping in virtual environments. Logical, emotional, and judgmental personality dimensions impact impulsive buying behavior, while logical and judgmental traits have a negative effect.
 
Conclusion
Multilevel analysis strengthens the understanding of the relationship between social network quality at the community level and impulsive buying behavior, particularly within social networks. Recognizing its importance in organizational contexts, this study investigates the impact of multilevel paradigms on organizational phenomena. By examining phenomena across different levels, this approach elucidates how various higher-level factors influence occurrences at lower levels.

Keywords

Main Subjects

References

 
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Journal of Business Management
Volume 16, Issue 2
2024
Pages 540-574

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