Research on influencing mechanism of big five personality traits on customers online purchase intention: A mediating role of trust

Muhammad Khalid Iqbal*, Ali Raza, Fawad Ahmed, Naveed Ahmad Faraz, Umair Saeed Bhutta

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

12 Citations (Scopus)


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.

Original languageEnglish
Pages (from-to)52-76
Number of pages25
JournalInternational Journal of Electronic Business
Issue number1
Publication statusPublished - 2021
Externally publishedYes


  • Big five personality traits
  • E-commerce
  • Electronic commerce
  • OPI
  • Online purchase intention
  • Trust

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