Relating Big Five Factor Model to the Acceptance and Use of On-line Shopping

  •  Mumtaz Mendonca    


The main purpose of this paper is to determine the influence of the Big Five personality traits on consumers’ online shopping performance and perceptions of shopping experience. 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 followed by a regression analysis. The results potrayed respondents’ consistency in their personality traits (Extraversion, Openness to Experience and Conscientiousness) and their behaviour while shopping online. However, the trait neuroticism did not conform to the generalisation and hence did not display consistency between the trait and its related behaviour in online shopping.

This work is licensed under a Creative Commons Attribution 4.0 License.
  • ISSN(Print): 1918-719X
  • ISSN(Online): 1918-7203
  • Started: 2009
  • Frequency: quarterly

Journal Metrics

h-index (February 2018): 38

i10-index (February 2018): 174

h5-index (February 2018): 22

h5-median (February 2018): 33

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