THE RELATIONSHIP BETWEEN PERSONALITY TRAITS AND ONLINE SHOPPING MOTIVATIONS

Jen-Hung Huang, Yi-Chun Chen

Research output: Contribution to journalArticlepeer-review

30 Scopus citations

Abstract

In this study we investigated the relationship between personality traits and online shopping motivations by comparing Big Five model of personality (McCrae & Costa, 1987) and motivations for Internet shopping. Data were collected from 216 participants using a questionnaire. Regression analysis results indicated that openness was positively associated with adventure and idea motivation, and conscientiousness was positively associated with convenience motivation. Furthermore, extraversion was positively associated with sociality motivation, and neuroticism was positively related to lack of sociality motivation. Implications and further research directions are then discussed.
Original languageEnglish
Pages (from-to)673-679
Number of pages7
JournalSocial Behavior and Personality
Volume38
Issue number5
DOIs
StatePublished - 2010

Keywords

  • five-factor model; personality traits; motivations; online shopping
  • BIG 5; INTERNET; DETERMINANTS; PERFORMANCE; STUDENTS

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