Introduction to Personality Study

Barone, David F.; Kominars, Kathryn D.

doi:10.1007/978-1-4419-8580-4_1

Cited by 1 publication

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“…In other words, it is basically a set of individual differences that marks a person's unique take on the world. Personality has long been deemed as an antecedent of human actions, leading to researchers' attempt to probe into the depths of personality and its relationship with consumer behavior from many points of view (Barone & Kominars, 1998). This study is yet another testament to this assertion.…”

Section: Discussionmentioning

confidence: 85%

Relationship between personality traits and consumer behavior in purchasing fashion apparel on electronic commerce platforms

Toonkamthornchai

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This research examines the relationship between personality traits and consumer behavior in purchasing fashion apparel on electronic commerce platforms. An online questionnaire was developed to survey 214 male and female respondents, aged between 18 and 35 years, living in Bangkok with prior experience of purchasing fashion apparel through an electronic commerce platform within the last three months. The research findings revealed that the most dominant trait among the respondents is Agreeableness, followed by Openness to Experience, Conscientiousness, Extraversion, and Neuroticism, respectively. Four out of five dimensions of personality traits manifest a positive relationship with different aspects of consumer behavior. For consumer motivations, hedonic motivation can be linked with Extraversion. In terms of search behavior, a positive relationship is exhibited between goal-directed search and Agreeableness, as well as between experiential browsing and two traits—Conscientiousness and Neuroticism. Meanwhile, consumer attitude towards purchasing fashion apparel on electronic commerce platforms was found to correlate with three personality traits, which are Extraversion, Conscientiousness, and Agreeableness. Finally, purchase intention is positively related to Extraversion.

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Section: Discussionmentioning

confidence: 85%

Relationship between personality traits and consumer behavior in purchasing fashion apparel on electronic commerce platforms

Toonkamthornchai

View full text Add to dashboard Cite

show abstract

Introduction to Personality Study

Cited by 1 publication

References 39 publications

Relationship between personality traits and consumer behavior in purchasing fashion apparel on electronic commerce platforms

Relationship between personality traits and consumer behavior in purchasing fashion apparel on electronic commerce platforms

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