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Mapping the Relationship between Personality and Electronic Commerce in a Representative Swedish sample
Högskolan i Skövde, Institutionen för hälsa och lärande. Högskolan i Skövde, Forskningsspecialiseringen Hälsa och Lärande. (Individ och samhälle (VIDSOC), Individual and Society)
Högskolan i Skövde, Institutionen för hälsa och lärande. Högskolan i Skövde, Forskningsspecialiseringen Hälsa och Lärande. (Individ och samhälle (VIDSOC), Individual and Society)ORCID-id: 0000-0001-7164-0433
2017 (engelsk)Konferansepaper, Oral presentation with published abstract (Fagfellevurdert)
Abstract [en]

Purpose: According to previous research, a high degree of Openness and Neuroticism, and a low degree of Agreeableness are personality determinants of online shopping. This study aims to explore the relationship between the five factor model of personality and online shopping in a Swedish context.

Methods: 5238 individuals in a representative sample of the Swedish population responded to a survey including measures of the five personality factors (HP5i, 15 items) and online shopping. (3686 individuals were included in the analysis).

Results: A logistic regression analysis was conducted to test if personality factors (ranging from 1 = completely disagree to 4 = completely agree) predicted online shopping. The dependent variable was buying online at least one time per month. Gender, age and monthly income were control variables. Our findings indicated that online shopping was significantly (p < .05) associated with a high degree of Openness (e.g. open to feelings/emotions) and high degree of Extraversion (e.g. positive emotional experiences).

Discussion and Conclusion: People high on Openness might like to shop online because online shopping offers them an adventure, variety and new ideas. People high on extraversion might be motivated to purchase online for their need of excitability. The findings propose that online shopping primarily is triggered by emotions and affect rather than reasoning and cognition.

sted, utgiver, år, opplag, sider
2017.
Emneord [en]
personality factors, online shopping, affect, cognition
HSV kategori
Forskningsprogram
Individ och samhälle VIDSOC
Identifikatorer
URN: urn:nbn:se:his:diva-14497OAI: oai:DiVA.org:his-14497DiVA, id: diva2:1158156
Konferanse
24th Nordic Academic of Management Conference, Bodø, Norway, August 23-25, 2017
Tilgjengelig fra: 2017-11-17 Laget: 2017-11-17 Sist oppdatert: 2017-11-27bibliografisk kontrollert

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