The role of personality traits and perceived values in persuasion: An elaboration likelihood model perspective on online shopping

Shu-Hui Chen1, Kuan-Ping Lee1
1National Cheng Kung University, Taiwan
Cite this article:  Chen, S. , & Lee, K. (2008). The role of personality traits and perceived values in persuasion: An elaboration likelihood model perspective on online shopping. Social Behavior and Personality: An international journal, 36, 1379-1400.

Volume 36 Issue 10 | e1807 | Published: November 2008 | DOI: https://doi.org/10.2224/sbp.2008.36.10.1379

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In this study of online shopping the influences of consumers’ beliefs and perceived values on attitude, trust, and approach behavior were examined. The moderating effects of personality traits were taken into account. Twenty cosmetics and 20 hotel websites were selected for participants to randomly link to and read, and the students were then asked to fill in a 48-item questionnaire via the internet. It was found that when consumers have higher levels of agreeableness and conscientiousness, central route website contents would be more favorable for eliciting utilitarian shopping value; whereas when consumers have higher levels of emotional stability, openness, and extraversion, peripheral route website contents would be more critical in facilitating experiential and hedonic shopping value.

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