The Relationship Between Personality Traits and Online Shopping Motivations
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 positively associated with sociality motivation, and neuroticism was positively
related to lack of sociality motivation. Implications and further research directions are then discussed.
Keywords: FIVE-FACTOR MODEL; MOTIVATIONS; ONLINE SHOPPING; PERSONALITY TRAITS
Document Type: Research Article
Publication date: 01 May 2010
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