The impact of personality type on purchasing decisions in virtual stores

被引:60
作者
Barkhi, Reza [1 ,2 ]
Wallace, Linda [1 ]
机构
[1] Virginia Tech, Pamplin Coll Business, Dept Accounting & Informat Syst, Blacksburg, VA 24061 USA
[2] Amer Univ Sharjah, Sharjah, U Arab Emirates
关键词
virtual stores; personality types; Myers-Briggs; technology acceptance model; structural equation modeling;
D O I
10.1007/s10799-007-0021-y
中图分类号
G25 [图书馆学、图书馆事业]; G35 [情报学、情报工作];
学科分类号
1205 ; 120501 ;
摘要
Despite the proliferation of virtual stores, research into the consumer personality characteristics that influence consumer interactions with virtual stores has been lagging. In this paper we propose and test a model linking consumer personality type with a decision to purchase from a virtual store. The results indicate that a consumer's personality type has an effect on perceived ease of use and peer influence; and those two variables, together with perceived usefulness, have an effect on a consumer's eventual decision to purchase from a virtual store. The practical implications of the findings are that consumer perceptions and attitudes towards virtual stores can be altered by personalizing virtual stores in a manner which will increase their likelihood of making a purchase.
引用
收藏
页码:313 / 330
页数:18
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