Impulsive buying describes sudden, hedonic, and unplanned purchases made without extensive deliberation (Bayley & Nancarrow, 1998). Although prior studies have identified both external (e.g., situational cues, social pressures) and internal (e.g., self-control, identity) triggers of impulsive consumption (Jeffrey & Hodge, 2007; Vohs & Faber, 2007), less is known about how this tendency forms among adolescents (age range 13–25 years), who face unique developmental challenges. Adolescents often experience high emotional reactivity, identity exploration, and peer pressure (Pfeifer & Berkman, 2018), making them susceptible to digital stimuli that encourage unrestrained purchases.

 

The Big Five personality framework (extraversion, agreeableness, conscientiousness, neuroticism, openness) offers a comprehensive lens for understanding individual behavioral differences (Grucza & Goldberg, 2007; McCrae & Costa, 1996). However, empirical links between the Big Five traits and impulsive consumption vary across contexts. Extraversion and neuroticism have sometimes been found to correlate positively with impulsive buying, whereas conscientiousness usually predicts lower impulsivity (Bratko et al., 2013; Verplanken & Herabadi, 2001). Cultural setting, age group, and unexamined mediators or moderators may explain these contradictory findings.

 

Social networking addiction (SNA)—defined as excessive, uncontrollable use of social networking sites (SNS)—has emerged as a possible mediator bridging personality and adolescent buying behavior (Turel & Serenko, 2012). Adolescents with high neuroticism may overuse social media to escape negative feelings, while low conscientiousness can limit their self-discipline online, ultimately fueling impulsive shopping (C. Liu & Ma, 2019). Further, negative emotions (e.g., sadness, anxiety) can moderate the impact of personality on SNS addiction, because distressed adolescents might be more driven to engage with or withdraw from digital interactions (DeYoung, 2015).

 

This study developed a moderated mediation model in which we proposed that the Big Five traits would shape adolescent impulsive buying through SNA, with negative emotions moderating the link between personality traits and SNA. By conducting a two-wave survey of Chinese adolescents, we aimed to identify which Big Five dimensions best predict impulsive buying via social media overuse, and reveal whether negative emotions intensify or lessen these associations.

Personality refers to relatively stable patterns of behavior, cognition, and emotion (Corr & Matthews, 2020). According to the Big Five model, individuals high in extraversion tend to be sociable and seek novelty; those high in conscientiousness favor disciplined, goal-oriented actions (Ozer & Benet-Martínez, 2006); people with high levels of neuroticism frequently experience negative emotions and may seek quick relief via impulsive behaviors (Agbaria & Mokh, 2022); openness involves curiosity and willingness to try new experiences, potentially fueling impulsive purchases (Romer & Hennessy, 2007); and individuals with high agreeableness are trusting, cooperative, and may also respond strongly to peer influences (Graziano & Eisenberg, 1997).

 

Prior empirical work has suggested that conscientiousness is typically inversely related to impulsive consumption (Verplanken & Herabadi, 2001), whereas neuroticism and extraversion can increase the risk of this type of consumption (Bratko et al., 2013). However, these patterns vary by cultural environment, product category, and other contextual factors (Shahjehan et al., 2012). To resolve these inconsistencies, researchers have called for studies integrating mediating and moderating variables, which can clarify how personality drives impulsive behavior in modern digital contexts (Leong et al., 2018).

Adolescents often devote substantial time and attention to SNS (O’Neill et al., 2011). While normal usage can foster social ties, excessive or addictive usage (i.e., SNA) can undermine self-regulation (Charlton & Danforth, 2007). Addiction is commonly conceptualized as experiencing uncontrollable cravings and repeatedly engaging in a behavior despite harmful consequences (Köpetz et al., 2013). With regard to social networks, addictive tendencies have been found to be correlated with greater depression, lower self-esteem, and heightened impulsivity (Widyanto & Griffiths, 2006).

 

Individuals high in neuroticism or low in conscientiousness may be especially prone to SNA, as they struggle with emotional regulation or self-discipline (C. Liu & Ma, 2019). Extraversion or agreeableness might also be correlated with heavier SNS engagement if socially oriented adolescents find online interactions highly rewarding (Wang et al., 2012). In turn, SNA can increase exposure to e-commerce promotions and reduce cognitive capacity for resisting immediate shopping urges (Zhang & Shrum, 2009). Thus, we proposed the following hypotheses:

Hypothesis 1: Social networking addiction will play a mediating role between extraversion and impulsive buying tendency.

Hypothesis 2: Social networking addiction will play a mediating role between agreeableness and impulsive buying tendency.

Hypothesis 3: Social networking addiction will play a mediating role between conscientiousness and impulsive buying tendency.

Hypothesis 4: Social networking addiction will play a mediating role between neuroticism and impulsive buying tendency.

Hypothesis 5: Social networking addiction will play a mediating role between openness and impulsive buying tendency.

Negative affective states (e.g., anxiety, depression, loneliness) are common among adolescents, heightening their vulnerability to digital escapism (J. Li et al., 2025). Adolescents dealing with intense negative emotions may be particularly inclined to rely on SNS for comfort or validation, exacerbating addictive behaviors (Dalvi-Esfahani et al., 2019). On the other hand, highly neurotic adolescents under extreme emotional distress might withdraw from some online activities (DeYoung, 2015). Hence, negative emotions could moderate the relationship between personality traits and SNA. For instance, an agreeable adolescent with moderate negative affect might escalate their SNS use to seek social support, whereas a highly neurotic adolescent under severe distress might retreat offline (D. Liu et al., 2017). We formed the following hypotheses:

Hypothesis 6: Negative emotions will moderate the relationship between extraversion and social networking addiction.

Hypothesis 7: Negative emotions will moderate the relationship between agreeableness and social networking addiction.

Hypothesis 8: Negative emotions will moderate the relationship between conscientiousness and social networking addiction.

Hypothesis 9: Negative emotions will moderate the relationship between neuroticism and social networking addiction.

Hypothesis 10: Negative emotions will moderate the relationship between openness and social networking addiction.

 

Combining these constructs led us to form a moderated mediation framework wherein the Big Five traits would influence impulsive buying via SNA, contingent upon negative emotion levels. The conceptual model is shown in Figure 1.

We recruited 300 Chinese adolescents aged 13–25 years through a nationwide online platform, Credamo. This age range adopts an extended definition of adolescence to encompass the key period of ongoing neurobiological and psychosocial development that continues into early adulthood (Sawyer et al., 2018). For participants under 18 years of age, written informed consent was obtained from a parent or legal guardian, alongside assent from the participants themselves. All adult participants provided their own written informed consent. At Time 1 (T1), we measured the Big Five personality traits, SNA, negative emotions, and baseline impulsive buying tendency (IBT-1). Six months later, at Time 2 (T2), we focused on impulsive buying tendency (IBT-2). This design allowed us to delve into the phenomenon of interest from a longitudinal perspective and also helped to increase the reliability of causal inferences, reduce endogeneity, and enhance the robustness of the results (Jia et al., 2022; Xu et al., 2022).

 

There were 153 (52.22% retention rate) participants who provided complete data at both time points, of whom 65 were boys or men and 88 were girls or women. In terms of level of education, most were undergraduate students (80.3%), followed by high school graduates (8.5%), junior college students (5.9%), postgraduates (4.6%), and junior high school graduates (0.7%). Participants spent a mean length of 178.50 minutes per day on social media (SD = 102.08, min = 30, max = 550), suggesting a high prevalence of overuse.

Scales assessing impulsive buying tendency, negative emotions, and social networking addiction were translated from English into Chinese for use in this study. We implemented a standardized cross-cultural adaptation procedure, encompassing back-translation, expert review, and pilot testing, to ensure semantic and conceptual equivalence, as well as contextual suitability, of the translated Chinese versions.

 

We administered the Chinese version (R.-H. Li & Chung, 2020) of the 44-item Big Five Inventory (John et al., 1999), which has shown robust reliability and validity in Chinese populations (R.-H. Li & Chung, 2020). A sample item is “I am considerate and kind to almost everyone.” Responses are rated on a 5-point Likert scale (1 = strongly disagree to 5 = strongly agree).

 

To measure SNA, we adapted Turel and Serenko’s (2012) five-item compulsive SNS engagement scale (e.g., “I sometimes neglect important things because of my interest in this social networking app”), which had a Kaiser–Meyer–Olkin (KMO) value of .80. Items are rated on a 5-point Likert scale (1 = strongly disagree to 5 = strongly agree).

 

Negative emotions were assessed via the negative affect subscale of the Positive and Negative Affect Schedule (Watson et al., 1988), which assesses emotions such as feeling “distressed,” “upset,” and “nervous.” In this study KMO = .90. Items are rated on a 5-point Likert scale (1 = very slightly to 5 = extremely).

 

We evaluated impulsive buying tendency using Verplanken and Herabadi’s (2001) measure. The original scale has 20 items divided across two dimensions: rational purchase tendency (e.g., “I usually think carefully before I buy something”) and impulsive purchase tendency (e.g., “I often buy things without thinking”). In this study KMO = .85 for both IBT-1 and IBT-2. Items are rated on a 5-point Likert scale ranging from 1 = strongly disagree to 5 = strongly agree.

 

We controlled for gender (coded as 1 = men, 0 = women), education level (coded from 1 = primary school or below to 7 = doctoral degree), and annual household income per capita (treated as an ordinal variable with four levels: 1 = under $3,000, 2 = $3,000–$12,000, 3 = $12,001–$20,000, and 4 = over $20,000), given their potential influence on adolescent spending (Vohs & Faber, 2007). Because T1 and T2 included repeated measures of impulsive buying, we also controlled for IBT-1 when predicting IBT-2 to account for baseline levels (Shrout & Bolger, 2002).

We used SPSS 26.0 for descriptive, correlation, and regression analyses. We followed Baron and Kenny’s (1986) procedure for stepwise regression, supplemented by a bootstrapping analysis (Preacher & Hayes, 2004), to test the mediation effects. PROCESS Model 7 in SPSS (Hayes, 2018) was used to assess the moderated mediation effects.

Harman’s single-factor test suggested no serious common method bias, with the first factor explaining 34.19% of the variance (< 40%; Podsakoff et al., 2003), and variance inflation factors (range = 1.064–3.382) confirmed minimal multicollinearity (Dunlap & Jones, 2002). Table 1 indicates that conscientiousness was negatively associated with IBT-2, whereas neuroticism was positively associated with IBT-2. SNA was correlated positively with both IBT-2 and neuroticism. Negative emotions were significantly related to both personality traits and addiction, supporting our conceptual logic.

Next, we examined the hypothesized mediation effects using PROCESS Model 4 and calculated 95% confidence intervals of the mediation effects using the bias-corrected percentile bootstrapping method (Preacher & Hayes, 2004). As we collected impulse consumption tendency data at two time points, the values of and changes in the dependent variables in the two periods were fixed unobservable factors in the model that varied with individuals but not with time. After controlling for IBT-1, the mediation analysis revealed distinct pathways through which Big Five personality traits influenced impulsive buying tendency (IBT-2) via SNA. Agreeableness and conscientiousness exhibited significant negative indirect effects, suggesting these traits reduced IBT-2 by lowering addiction risk; thus, Hypotheses 2 and 3 were supported. While conscientiousness demonstrated a full mediation effect and a nonsignificant direct effect, agreeableness and neuroticism showed partial mediation effects. Extraversion and openness had nonsignificant indirect effects, implying their effects on IBT-2 were not mediated by addiction; thus, Hypotheses 1 and 5 were not supported. Neuroticism showed a significant positive indirect effect, indicating that higher neuroticism increased IBT-2 through greater addiction, supporting Hypothesis 4. In all models we controlled for unobserved time-invariant factors via two-wave data, with 5,000 bootstrapped resamples confirming robustness (see Table 2).

Next, we tested the hypothesized moderation effects (see Figure 2 and Table 3). Negative emotions significantly moderated the relationships between extraversion and SNA, and between agreeableness and SNA by amplifying the positive effects of these traits on SNA. Under conditions of low negative emotions, higher conscientiousness and openness were associated with reduced SNA. However, under conditions of high negative emotions, neuroticism showed a negative association with SNA, supporting Hypothesis 9. These findings supported the presence of a moderating reversal effect, indicating that the intensity of negative emotions fundamentally altered the direction of the association between neuroticism and SNA.

Finally, we tested the moderated mediation effect of the whole model using Model 7 of the SPSS PROCESS macro (5,000 resamples, 95% confidence intervals). As shown in Table 4, none of the models’ bootstrapped 95% confidence intervals for the index of moderated mediation included zero. This indicates that negative emotions significantly moderated the mediating pathways from each personality trait to impulsive buying through SNA. Extraversion showed positive mediation effects under conditions of high negative emotions but inhibitory effects under conditions of low negative emotions. Agreeableness exhibited significant negative mediation effects only under conditions of low negative emotions. Conscientiousness demonstrated inhibitory effects under conditions of low negative emotions. Neuroticism increased the risk of impulsive buying under conditions of low negative emotions, with attenuated effects occurring under conditions of high negative emotions. Openness showed negative mediation effects under conditions of low negative emotions but a reversal of these effects under conditions of high negative emotions.

Focusing on the Big Five model of personality traits (McCrae & Costa, 1996), SNA (Turel & Serenko, 2012), and negative emotions (Watson et al., 1988), we investigated how adolescents’ personality traits influence their impulsive consumption (Verplanken & Herabadi, 2001). This study builds upon prior findings by highlighting the intricate ways in which personality traits can predispose adolescents to shop impulsively in online contexts (Zhang & Shrum, 2009). Our integration of the Big Five framework (Corr & Matthews, 2020) supports and expands existing findings on emotional reactivity in relation to neuroticism (Agbaria & Mokh, 2022), sociability in relation to extraversion (Fleeson et al., 2002), self-discipline in relation to conscientiousness (Ozer & Benet-Martínez, 2006), exploratory tendencies in relation to openness (Romer & Hennessy, 2007), and prosocial orientation in relation to agreeableness (Graziano & Eisenberg, 1997). We further considered how negative emotions, which are often intensified during adolescence (Pfeifer & Berkman, 2018), may motivate some adolescents to overindulge in social networks as a coping strategy (C. Liu & Ma, 2019). This fused perspective, drawing from both theoretical and empirical evidence, underscores the importance of examining psychological traits alongside digital behaviors to form a comprehensive picture of youth consumption (Leong et al., 2018).

We found that SNA served as a pivotal mechanism through which the Big Five personality traits of agreeableness, neuroticism, and conscientiousness drove impulsive consumption. In line with theoretical perspectives on compulsive digital engagement (Charlton & Danforth, 2007), adolescents who scored higher on neuroticism or lower on conscientiousness were especially prone to excessive social media use (C. Liu & Ma, 2019), thereby encountering more purchase triggers and fewer self-regulatory resources in online spaces (Vohs & Faber, 2007). Additionally, youth with an agreeable disposition or high openness to new experiences have often been reported to find social media appealing (Wang et al., 2012), further exposing them to persuasive marketing cues (Zhang & Shrum, 2009). The nonsignificant mediation effects of extraversion and openness suggest these traits may influence impulsive buying through alternative pathways unrelated to SNA. For extraversion, its dual effects—increased social media engagement but stronger real-world social support—might cancel out in the addiction pathway. Openness likely directly affects impulsive buying through novelty-seeking tendencies or via other unmeasured mediators like exploratory browsing behaviors. These findings align with previous findings that personality–impulsivity relationships are often multifaceted (DeYoung, 2015), underscoring the need to examine trait-specific mechanisms beyond single-mediator models (Andreassen et al., 2017; McCrae & Costa, 1996). By revealing that SNA can translate underlying personality-based vulnerabilities into impulse-driven shopping (Badgaiyan & Verma, 2014), this study highlights the need to consider digital addiction pathways when explaining how dispositions shape adolescent consumer habits (DeYoung, 2015).

We found that negative emotions heightened or diminished the relationship between personality traits and SNA (Dalvi-Esfahani et al., 2019), revealing notable diversity in adolescents’ coping behavior. For instance, adolescents who are extraverted or highly agreeable may intensify their social networking use when under stress (D. Liu et al., 2017), seeking companionship or validation online (J. Li et al., 2025). In contrast, individuals with extremely high neuroticism might choose to withdraw from digital interactions if their emotional distress becomes overwhelming (DeYoung, 2015). These patterns echo broader findings that adolescents regulate negative affect in distinct ways (Hughes et al., 2020), sometimes engaging in maladaptive strategies that exacerbate unhealthy consumption (Widyanto & Griffiths, 2006). By clarifying how affective states influence the link between personality and SNA (Khatoon & Rehman, 2021), our study findings suggest that emotional context is critical for understanding when and why adolescents tend toward excessive social media use (Longobardi et al., 2020).

 

The moderated mediation results demonstrated that negative emotions differentially altered how personality traits influenced impulsive buying through social media addiction. Notably, extraversion showed a valence reversal—enhancing risk under conditions of high negative emotions but acting as a protector under conditions of low negative emotions—suggesting its social-reward sensitivity is context dependent. High levels of negative emotions attenuated the risk effect of neuroticism, possibly because intense negative emotions overwhelm typical coping mechanisms (DeYoung, 2015). Conscientiousness and agreeableness exerted protective effects only at low levels of negative emotions, implying their self-regulatory benefits diminish under conditions of strong negative affect. Contrary to our expectations, openness exhibited a similar reversal effect to that of extraversion, highlighting its cognitive flexibility in adapting to emotional states. These findings underscore that personality traits do not operate in isolation but interact dynamically with momentary mood to shape behavior.

Excessive social media engagement, particularly among adolescents predisposed to SNA (Turel & Serenko, 2012), can erode self-control in online shopping scenarios (Kacen & Lee, 2002). The present findings point to a need for targeted interventions aimed at emotional regulation (Bidjerano & Dai, 2007) and forming responsible digital habits (O’Neill et al., 2011). Policymakers and educators may consider implementing programs that teach coping strategies to youth who exhibit high neuroticism, low conscientiousness, or any other trait that predisposes them to rely heavily on social media (Meynadier et al., 2024). Parents can also play a role by monitoring consumption patterns and guiding adolescents to balance digital exposure with offline activities that foster resilience and self-efficacy (Wilcox & Stephen, 2013). Hence, by mitigating SNA and enhancing emotional regulation (McCullough & Willoughby, 2009), stakeholders can reduce the likelihood of impulsive buying (Youn & Faber, 2000) and strengthen adolescent well-being (Pfeifer & Berkman, 2018).

First, our study integrated the Big Five personality traits (McCrae & Costa, 1996), SNA (Turel & Serenko, 2012), and negative emotions (Watson et al., 1988) to produce a nuanced understanding of adolescent impulsive buying (Verplanken & Herabadi, 2001), bridging several domains in consumer psychology (Leong et al., 2018). By doing so, we have extended past research that examined these constructs in isolation (Sofi & Najar, 2018), thus revealing how personality and emotional states act through addictive behaviors to influence purchasing outcomes (Zhang & Shrum, 2009). Further, we have extended trait activation theory by identifying negative mood as a critical situational cue for trait expression (Tett & Guterman, 2000). Third, we have established a personality–emotion–digital behavior triadic interaction model that incorporates social media addiction as a novel behavioral mechanism. These findings provide new perspectives for understanding consumption decisions in digital contexts.

This study has several limitations. First, the respondents were predominantly aged 19–25 years, which may limit the applicability of the findings to younger adolescents. Second, the concurrent measurement of personality traits, negative emotions, SNA, and impulsive buying tendency within a single questionnaire could have introduced common method variance issues. Additionally, the 6-month interval between data-collection phases resulted in some degree of sample attrition. Finally, the study was conducted in mainland China, and cultural disparities may affect the generalizability of the results to other regions. However, the two-wave longitudinal design, despite its limitations, helped to distinguish the initial baseline of impulsive buying from subsequent behavioral changes (Preacher & Hayes, 2004), pointing to the evolving nature of adolescent spending patterns over time (Parsad et al., 2019). Although further multiwave data could shed more light on long-term trajectories (Hayes, 2018), this study provides meaningful insights that future scholars can build upon, potentially replicating or extending our model across cultures and digital platforms (Ali & Sudan, 2018).

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