The relationship between personality traits and online shopping motivations
- Authors
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Jen-Hung Huang
National Chiao Tung University
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Yi-Chun Yang
National Chiao Tung University
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- Keywords:
- five-factor model, personality traits, motivations, online shopping
- Abstract
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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.
- References
- Downloads
- Published
- 2010-06-01
- Issue
- Volume 38, 2010, Issue 5
- Section
- Articles
- License
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