Abstract

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).