The relationship between personality traits and online shopping motivations

Jen-Hung Huang1, Yi-Chun Yang1
1National Chiao Tung University, Taiwan
Cite this article:  Huang, J.-H., & Yang, Y.-C. (2010). The relationship between personality traits and online shopping motivations. Social Behavior and Personality: An international journal, 38(5), 673-680.

Volume 38 Issue 5 | e2017 | Published: June 2010 | DOI: https://doi.org/10.2224/sbp.2010.38.5.673

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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.

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