The Mediating Role of Proactive Personality on Peer Influence and Impulsive Buying Behavior of Generation Z Consumers : An Explanatory Sequential Approach

This study determined the mediating effect of proactive personality (PP) on the relationship between peer influence (PI) and impulsive buying behavior (IBB) of Generation Z consumers in Region XI. This study employed an explanatory sequential mixed methods design using mediation analysis and phenomenology. The purposive sampling technique with snowball sampling were done in selecting the respondents. Adapted survey questionnaires that had been pilot tested and content-validated were used in obtaining data from 334 respondents. The data were analyzed using the Mean, Pearson-r, Multiple Regression Analysis, and MedGraph using Sobel z-test. The results uncovered that PI and PP were evident most of the time, while IBB was manifested occasionally. Furthermore, the study found a significant relationship between the variables, as well as a substantial partial mediation of PP in the relationship between PI and IBB. Through a focus group discussion and in-depth interviews, data were integrated with the findings in the quantitative aspect of the study. The linkages and functions of the variables in the mediation model were confirmed by the participants. With this confirmation, it can be stated that the partial mediation model shows that PP is one of the reasons why PI affects the IBB of Generation Z consumers in Region XI