Personality Traits and Internet Consumption of College Students Based on Moderating Test and LASSO Regression

Abstract

With the burgeoning population of internet users, the prevalence of online shopping in China is also on the rise, encompassing college students as well. However, the progression of online shopping faces numerous challenges, one of which pertains to the impact of individual personality traits. To address this issue, this study aims to establish a comprehensive framework elucidating the connection between college students' personality traits and online consumption behavior, incorporating social support as a crucial regulatory and controlling variable. Moreover, employing the LASSO regression model, a multiple regression equation is derived, utilizing personality traits and social support as independent variables and internet consumption level as the dependent variable (Formula 9). The outcomes reveal that social support exhibits a substantial moderating effect on neuroticism, extraversion, openness, and conscientiousness, and the degree of social support significantly influences the extent of online consumption. However, it is important to note that social support does not manifest a significant moderating effect on agreeableness. This research endeavors to offer valuable insights to college students, enabling them to manage their consumption behavior effectively and rationally in accordance with their unique circumstances.