Purpose of the paper: The purpose of this study is to investigate the moderating role of Big 5 personality traits\nin the relationship between electronic word-of- mouth and impulse buying behavior.\nDesign/methodology/approach: Data was gathered through self-administered questionnaire from a sample of\n266 Chinese and Pakistani students who were online users and studying at various institutes located in the capital\ncity Islamabad, Pakistan.\nFindings: As hypothesized, impulsive buying behavior is significantly associated with electronic word-ofmouth\nand moderating effect of Big 5 personality traits was also substantiated. The data was analysed statistically\nusing IBM SPSS Statistics 22 to find out correlation and regression analysis between study variables, reliability of\nresearch instrument, strength of relationship between independent and dependent variables, moderating effect of\nBig 5 personality traits in the relationship between electronic word-of- mouth and impulse buying behavior was also\nsubstantiated.\nResearch limitations/implications: Future researches may replicate our model with a larger sample size in\norder to enhance generalizability. It will be also fruitful to extend this research to various other online shopping\nenvironments.\nPractical implications: Implication suggests that online retailers and designers of shopping websites should\nunderstand the importance of online social interactions in order to encourage consumers� online buying patterns.\nThey should integrate elements of online social interaction, together with reviews that customer placed online on\nwebsites, buying pattern, history and sales volume on their websites for the transformation of eWOM.\nWhat is original/value of paper: The social network paradigm and UGT are confirmed and validated by current\nstudy in online word-of-mouth context. This study stands as a pioneer that empirically scrutinize the moderating\neffect of these traits and reveals that online social interactions can strongly enhances consumers� purchase on\nimpulse when individuals display the traits of i.e. extroversion, openness
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