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Does Buyer-Seller Personality Match Enhance Impulsive Buying? A Green Marketing Context

Author

Listed:
  • X. Wang

    (DUFES - Dongbei University of Finance and Economics, Dalian)

  • M.Z. Tauni

    (Métis Lab EM Normandie - EM Normandie - École de Management de Normandie)

  • Q. Zhang

    (DUFES - Dongbei University of Finance and Economics, Dalian)

  • Ayaz Ali

    (Shah Abdul Latif University)

  • Fayaz Ali

    (DUFES - Dongbei University of Finance and Economics, Dalian)

Abstract

This study investigates the effect of buyer-seller personality similarity on consumers' impulsive buying. Based on interpersonal similarity theory, the results revealed that buyer-seller similarity in agreeableness and openness increased impulsive buying of agreeable and open-minded buyers with a stronger effect of agreeable buyer-seller dyads. While neurotic buyer-seller dyads showed a significant negative effect on impulsive buying of neurotic buyers. Interestingly, conscientious and extraverted buyer-seller dyads failed to show a significant connection with the impulsive buying behavior. Thus, this study proposes that buyers exhibit different impulsive buying behavior when they interact with corresponding sellers due to their personality matching (mismatching). © 2020, © 2020 Taylor & Francis Group, LLC.

Suggested Citation

  • X. Wang & M.Z. Tauni & Q. Zhang & Ayaz Ali & Fayaz Ali, 2020. "Does Buyer-Seller Personality Match Enhance Impulsive Buying? A Green Marketing Context," Post-Print hal-04457148, HAL.
    • Handle: RePEc:hal:journl:hal-04457148
    DOI: 10.1080/10696679.2020.1780137
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