TY - JOUR
T1 - Research on influencing mechanism of big five personality traits on customers online purchase intention
T2 - A mediating role of trust
AU - Iqbal, Muhammad Khalid
AU - Raza, Ali
AU - Ahmed, Fawad
AU - Faraz, Naveed Ahmad
AU - Bhutta, Umair Saeed
N1 - Publisher Copyright:
Copyright © 2021 Inderscience Enterprises Ltd.
PY - 2021
Y1 - 2021
N2 - This study aims to examine the direct association between the big five personality traits and customers' online purchase intention. Further, we also explore the mediating role of trust. Data were collected from 278 online customers in Pakistan through a self-administered questionnaire. Partial-least square based structural equation modelling was employed to test the hypotheses. Findings show that the big five personality traits, both directly and through the mediation of trust, influence customers' online purchase intention. The results further reveal that the big five personality traits have a positive and significant impact on the trust of online customers. Another notable finding of this research is that, except for neuroticism, all other personality traits directly effect customers' online purchase intention. The theoretical and practical contributions of this study are also given at the end.
AB - This study aims to examine the direct association between the big five personality traits and customers' online purchase intention. Further, we also explore the mediating role of trust. Data were collected from 278 online customers in Pakistan through a self-administered questionnaire. Partial-least square based structural equation modelling was employed to test the hypotheses. Findings show that the big five personality traits, both directly and through the mediation of trust, influence customers' online purchase intention. The results further reveal that the big five personality traits have a positive and significant impact on the trust of online customers. Another notable finding of this research is that, except for neuroticism, all other personality traits directly effect customers' online purchase intention. The theoretical and practical contributions of this study are also given at the end.
KW - Big five personality traits
KW - E-commerce
KW - Electronic commerce
KW - OPI
KW - Online purchase intention
KW - Trust
UR - http://www.scopus.com/inward/record.url?scp=85100438635&partnerID=8YFLogxK
U2 - 10.1504/IJEB.2021.112765
DO - 10.1504/IJEB.2021.112765
M3 - Article
AN - SCOPUS:85100438635
SN - 1470-6067
VL - 16
SP - 52
EP - 76
JO - International Journal of Electronic Business
JF - International Journal of Electronic Business
IS - 1
ER -