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All Journal Journal of Psychiatry Psychology and Behavioral Research (JPPBR)
Retno Dwijayanti
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Humanities Education Medicine & Pharmacology Nursing Public Health

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BIG FIVE PERSONALITY TRAITS IN DIGITAL CONSUMER BEHAVIOR Ahmad Saefudin; Fadhil Maulana M.; Retno Dwijayanti
Journal of Psychiatry Psychology and Behavioral Research Vol. 7 No. 2 (2026): Emerging Perspectives in Mental Health: From Clinical Challenges to Innovative
Publisher : Departemen Psikiatri Fakultas Kedokteran Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/

Abstract

Introduction: This study maps the relationship between the Big Five personality traits and digital consumer behavior using a Systematic Literature Review (SLR) approach. Methods: The SLR method was conducted using a systematic search strategy across Google Scholar, PubMed/PMC, MDPI, DOAJ, and nationally accredited journals indexed by Sinta, following the PICOS framework. Of the 176 articles initially identified, 16 studies were ultimately selected based on predefined inclusion and exclusion criteria. Results: The review findings indicate that all five dimensions of the Big Five personality model are significantly associated with various forms of digital consumer behavior, including impulsive buying, compulsive buying, panic buying, willingness to buy, deep online consumption behavior, information-sharing behavior on social media, online review usage, and electronic word of mouth (eWOM). This review also identifies inconsistencies across cultural contexts and highlights the predominance of research on impulsive buying, suggesting opportunities for future studies on social commerce and live-streaming commerce platforms. Discuss: Conscientiousness consistently functions as a protective factor against uncontrolled consumption behaviors, whereas neuroticism emerges as a primary predictor of impulsive and compulsive purchasing tendencies. Extraversion shows the broadest influence across digital consumer behaviors, while openness to experience promotes exploratory online behaviors. Conclusion: Agreeableness shows the most context-dependent pattern, with its effects varying by platform characteristics and social interaction mechanisms.
Co-Authors Ahmad Saefudin Fadhil Maulana M.