Volume : V, Issue : V, May - 2016

Relating Personality to the Acceptance and Use of On-line shopping

Mendonca. Mumtaz . R

Abstract :

 The purpose of this paper is to determine the influence of the Big Five personality traits on consumers‘ online shopping behaviour. Building on previous research, it was found that personality characteristics shape an individual‘s motivation, goals, and perception, thereby providing criteria to evaluate external stimuli and affect performance. The influence of personality traits on a consumer adopting online purchases as well as his acceptability and adaptability with the said medium is assessed. The paper consists of theoretical and research aspects. The first part encompasses theoretical insights into the secondary research regarding personality traits while the practical part presents the methodology and primary research results. In the study, research goals as well as previous findings and primary research results, corresponding hypothesis were set and confirmed. Inter variable correlation analysis has been performed to test the hypothesis. The results showed consistency in the Personality traits and the related behaviour towards online shopping. However, the trait Neuroticism did not conform with the generalisation.

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Article: Download PDF    DOI : https://www.doi.org/10.36106/gjra  

Cite This Article:

Mendonca. Mumtaz .R Relating Personality to the Acceptance and Use of On-line shopping Global Journal For Research Analysis, Vol: 5, Issue : 5 MAY 2016

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