University of Oulu

Mourelatos, E. and Manganari, E. (2023), "Resilience, vulnerability and personality effects on social commerce intentions: the COVID-19 era", Young Consumers, Vol. 24 No. 3, pp. 288-308.

Resilience, vulnerability and personality effects on social commerce intentions : the COVID-19 era

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Author: Mourelatos, Evangelos1; Manganari, Emmanouela2
Organizations: 1Department of Economics, Accounting and Finance, University of Oulu, Oulu, Finland
2Department of Marketing, School of Business and Economics, The American College of Greece, Athens, Greece
Format: article
Version: published version
Access: open
Online Access: PDF Full Text (PDF, 0.7 MB)
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Language: English
Published: Emerald, 2023
Publish Date: 2023-08-11


Purpose: This study aims to explore the relationship between social commerce purchase intention and consumer psychological factors (i.e. resilience, vulnerability and personality traits) during the COVID-19 pandemic.

Design/methodology/approach: Drawing on social cognitive theory (SCT), an econometrical behavioral model was developed to explore the key determinants of online purchase behavior of 303 students in Greece. The research data were collected with a two-wave online survey (pre- and during the pandemic) which was distributed randomly to students in Generation Z.

Findings: A series of regression analyses revealed a positive effect of openness and a negative impact of extraversion and neuroticism on internet, Instagram and Facebook purchases during the pandemic. Findings suggest that loneliness serves as a moderator, while resilience and vulnerability have a positive effect on social media purchase behavior.

Practical implications: This study provides insights and implications for social commerce marketers and sheds light on the determinants of online purchase intentions of young consumers during the COVID-19 pandemic.

Originality/value: Elaborating on SCT, this study provides novel insights into young consumers’ internet use and online purchase behavior during the COVID-19 pandemic (i.e. longitudinal approach), by focusing on consumer vulnerability and resilience while also embedding personality traits and mental health aspects (i.e. loneliness levels during the pandemic).

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Series: Young consumers
ISSN: 1747-3616
ISSN-E: 1747-3616
ISSN-L: 1747-3616
Volume: 24
Issue: 3
Pages: 288 - 308
DOI: 10.1108/YC-04-2022-1515
Type of Publication: A1 Journal article – refereed
Field of Science: 511 Economics
515 Psychology
Dataset Reference: Research data are shared upon request.
Copyright information: © Evangelos Mourelatos and Emmanouela Manganari. Published by Emerald Publishing Limited. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at