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Mapping the Relationship between Personality and Electronic Commerce in a Representative Swedish sample
University of Skövde, School of Health and Education. University of Skövde, Health and Education. (Individ och samhälle (VIDSOC), Individual and Society)
University of Skövde, School of Health and Education. University of Skövde, Health and Education. (Individ och samhälle (VIDSOC), Individual and Society)ORCID iD: 0000-0001-7164-0433
2017 (English)Conference paper, Oral presentation with published abstract (Refereed)
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.

Place, publisher, year, edition, pages
2017.
Keyword [en]
personality factors, online shopping, affect, cognition
National Category
Psychology (excluding Applied Psychology) Social Psychology
Research subject
Individual and Society VIDSOC
Identifiers
URN: urn:nbn:se:his:diva-14497OAI: oai:DiVA.org:his-14497DiVA, id: diva2:1158156
Conference
24th Nordic Academic of Management Conference, Bodø, Norway, August 23-25, 2017
Available from: 2017-11-17 Created: 2017-11-17 Last updated: 2017-11-27Bibliographically approved

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Roos, MagnusKazemi, Ali

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf