The effect of personality traits on collaborative consumption participation (original) (raw)
Related papers
Independent Journal of Management & Production, 2021
Collaborative consumption (CC) refers to the shared use of products or services in order to save costs and redistribute resources in a more sustainable way among the different agents participating in sharing economies. With the rapid popularity of CC in recent years, more and more academic research has been carried out on CC, but research exploring the impact of personality traits on consumer behavior is largely limited. To our best knowledge, existing research fails to explore CC applied to the luxury apparel context. Consequently, this study aims to investigate the impact of consumer personality traits on their attitudes and intention toward CC of luxury fashion products. This study draws a framework based on the theory of planned behavior (TPB) model introducing key personality traits, particularly, materialism, fashion leadership, and need for uniqueness as CC attitude and CC intention predictors. This research uses PLS-SEM technique to analyze the data collected through a quest...
International Journal of Business and Society
The coronavirus disease (COVID-19) has transformed conventional buying to online shopping habits. Despite the importance of customers’ future behaviour, insufficient studies have highlighted the role of online shopping habits on the intention to recommend. The study investigated how the Big Five Personality Traits (BFPT) influence online shopping habits, the relationship between habit and intention to recommend, and the habit as a mediator by applying the convenience sampling method. A total of 347 usable data were collected online and analysed using structural equation modelling with the Smart Partial Least Squares (Smart PLS) software. The study found that agreeableness, conscientiousness, extraversion, and neuroticism positively affect online shopping habits, but not openness. Furthermore, online shopping habits positively impact the intention to recommend and mediate the relationship between the BFPT and the intention to recommend. The study also provides valuable information fo...
Personality factors as predictors of online consumer engagement: an empirical investigation
Marketing Intelligence & Planning, 2018
Purpose The purpose of this paper is to provide insight into the relationship between consumer personality traits and consumer engagement (CE) in the online brand community (OBC) context. This study also examines the effect of CE on consumers’ ensuing purchase intention. Design/methodology/approach Using a survey incorporating the Big Five model of personality, 390 responses were collected from students who were members of at least one Facebook-based OBC. Structural equation modeling was used to analyze the data. Findings The results reveal that extraversion represents the strongest driver of CE in OBCs, followed by openness to experience, neuroticism and agreeableness. Conscientiousness was found to be negatively related to CE. The findings also indicate a positive association between CE and purchase intention. Practical implications This paper highlights the ways in which marketers can capitalize on consumer personality traits and develop corresponding strategies that will not onl...
HighTech and Innovation Journal
Objectives: This research analyzed the direct and indirect influences of consumer personality on knowledge-sharing behavior through shoppertainment platforms using subjective well-being and trust as mediators. Methods/Analysis: A questionnaire survey was developed and distributed to 320 consumers with familiarity and experience in purchasing products from the TikTok shop and sharing knowledge, information, news, and purchasing experiences with the Thai TikTok community. This study adopted non-probability and purposive sampling techniques, with measurements and structural model assessments performed before hypothesis testing using the partial least squares structural equation model (PLS-SEM) with SmartPLS statistical software. Findings: Extraversion and openness to experience had a direct positive influence on trust, while neuroticism showed a direct negative influence on trust. Extraversion had a direct positive influence on subjective well-being, while neuroticism showed a direct n...
Electronic Commerce Research, 2019
In retailing, it is recognized that prominent differences exist between generational cohorts. As such, analysis of varying patterns of personality traits and their effects between generations is essential for understanding consumer behaviors. This research focuses on the association between the Big Five personality traits and m-shopping intentions of hedonic products among four generational cohorts: baby boomers and Generations X, Y, and Z. Generational cohort theory, the Big Five Personality Model, and resistance to innovations theory are integrated in a theoretical framework. The research was conducted by online survey of 1241 Internet users aged 14-72. Different patterns of effects of personality traits between generations were found. For baby boomers and Generation X, a positive association between openness to experience and m-shopping intention was found. Moreover, in these generations, personality traits were more powerful in predicting m-shopping intention, compared to younger generations. Among Generation Y, extraversion was positively correlated with m-shopping intention. Among Generation Z, a negative correlation between agreeableness and m-shopping intention was found. Based on our findings, we propose a generational approach to marketing strategy and suggest specific practical implications.
EXPLORING THE IMPACT OF PERSONALITY TRAITS UNDERLYING MOTIVES OF ONLINE BUYING BEHAVIOR
IAEME PUBLICATION, 2020
The research paper focuses on biggest online industry of India which estimates approx US 75.6billionsinyear2014,andisexpectedgrowtolevelofUS75.6 billions in year 2014, and is expected grow to level of US 75.6billionsinyear2014,andisexpectedgrowtolevelofUS156 billions in next 2 years. The organized apparel market is much lower than un-organised market but growing at faster rate comparatively in past 5 years. The growth of industry is fostered by both online and offline models of apparel retailing in India. Because of Internet penetration across the country, tier II and tier III cities are significantly contributing for its climbing the preference of consumers in e-commerce market in India. Due to lack of availability and limited choices growth rate for online apparel orders are coming from Tier II and Tier III cities comparing it with metros and cosmopolitan cities in India. Online apparel industry is expected to grow at a CAGR of approx 13% in next 10-year period. Factors which are responsible for low growth of online apparel industry in India, lie outside the control e-commerce retailers. The researchers had observed the factors responsible to influence the consumers to adopt online channel for buying apparel, include consumer characteristics, technology, government influence and the economy. The research paper focuses to explore the impact of personality traits on motives of buying apparel from online model in India. Online consumers were surveyed with the help of structured questionnaire to get the Big Five Personality Index (BFI score) and being analyzed with AMOS factor reduction modeling. The results show that consumers buying apparel from online channel possesses extraversion as dominating characteristics and are motivated by Perceived Usefulness, Enjoyment, Information Availability, Privacy and Trust factors for adopting online channel.
Chakraborty, D., Sowmya, G., Polisetty, A., Khorana, S., Buhalis, D.,2023, Use of Metaverse in Socialising: Application of the Big Five Personality Traits Framework, Psychology & Marketing. https://doi.org/10.1002/mar.21863 Abstract Social media sites, such as Twitter, Instagram, and Facebook, are increasingly interconnected with the metaverse, which has forged a new digital connection between users and community‐building platforms. The increased accessibility of social media via smartphones provides opportunities for greater social interaction and facilitates users' interaction online. As the metaverse and social media sites become increasingly connected it presents opportunities for the users to make new digital connections and socialize virtually. This study employs the Big Five personality theory to empirically test how the personality traits of Generation‐Zimpact on their intentions to socialize using innovative technology (metaverse). With Personal Innovation and Hedonic Motivation as moderators, we use a mixed‐methods approach that employs a qualitative (n= 24) and quantitative study (n= 436) to understand why Generation‐Z is inclined to use the metaverse for socializing. Confirmatory factor analysis and structural equation modeling analyse the data statistically. Results show that Openness has the highest impact on users' intention to adopt the metaverse, followed by Extraversion and Agreeableness. Personal Innovation and Hedonic Motivation variables present evidence of positive moderation with the personality traits. Further, generation differences between cohorts and users' personalities affect their willingness to adopt the metaverse. KEYWORDS Big Five personality trait theory, community‐building, Hedonic motivation, metaverse, personal innovation, social media, virtual socializing
Bachelor Thesis
If on one hand the process of globalization led to incredible improvements in the living standards of the population's majority, on the other brought to a severe depletion and destruction of precious natural resources, up to the point where the whole ecosystem was seriously in danger. Hence, starting from the 80s, the demand for products whose production do not constitute a threat for the environment has grown sharply. The goal of this research was to identify if and which personal characteristics might be descriptors of an eco-targeted and sustainable consumption habit, in order to reveal who, according to his/her personality, is more suited to pursue such consumption pattern and who, conversely, doesn't fit with such habit and should then be targeted by sensitization campaigns relative to this issue. In order to do that, we developed a survey through the merger between two of the main tests to assess personality traits, the Big Five Model and the HEXACO Model. In our survey, we used a picture story to eliminate any possible personal bias with the issue at stake, and respondents were asked to answer several questions (technically called items) in order to determine which personality traits, according to them, were attributed to an hypothetical consumer purchasing either a green or a regular product. The results showed a positive correlation between individuals scoring high in personality dimensions such as Agreeableness, Honesty/Humility and Neuroticism, and a prosocial consumption.
Contemporary Economics, 2022
In purchase behavior research, the personal dispositions of consumers can play a decisive role. This becomes relevant especially in very narrow target groups when socio-demographic constraints are very similar. In the present study, three types of continuity and change in the Big Five personality traits are investigated. While the Big Five personality traits have been extensively studied at the population level over the last decades, there is very little research at the individual level. This study is intended to fill the gap by investigating individual change and ipsative stability using representative panel data. Across four assessments, separated by four years, of the German Socio-Economic Panel (SOEP) from 2005 to 2017, a total of 58,502 participants (ages 16–103, 53% female) completed a 16-item personality short test. An exploratory structural equation analysis revealed very good model fit over age in all four observations. Individual change of a trait is examined by Asendorpf's IS indicator while ipsative stability is measured by the double-entry intra-class correlation coefficient. The results showed that in both domains, stability showed an inverse u-shape with a peak between the ages of 40 and 50.