THE RELATIONSHIP BETWEEN PERSONALITY TRAITS AND ONLINE SHOPPING MOTIVATIONS

@inproceedings{Huang2010THERB,
  title={THE RELATIONSHIP BETWEEN PERSONALITY TRAITS AND ONLINE SHOPPING MOTIVATIONS},
  author={Jen-Hung Huang and Y. Yang},
  year={2010}
}
In this study we investigated the relationship between personality traits and online shopping motivations by comparing Big Five model of personality (McCrae & Costa, 1987) and motivations for Internet shopping. Data were collected from 216 participants using a questionnaire. Regression analysis results indicated that openness was positively associated with adventure and idea motivation, and conscientiousness was positively associated with convenience motivation. Furthermore, extraversion was… CONTINUE READING

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