The Effect Of Personal Traits On Customers’ Online Shopping Preference
Social Media/ Internet/ Mobile/ Direct Marketing
This research provides empirical insights about how personality and cultural traits affect shopping channel preferences (online versus offline). Following a quantitative approach and utilizing structural equation modeling technique for data analysis, the results indicate that among the tested dimensions of personality and cultural characteristics, uncertainty avoidance and neuroticism have significant influence on consumers’ online shopping preference. Theoretical and managerial implications are discussed.
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
Yazdanparast, Atefeh, "The Effect Of Personal Traits On Customers’ Online Shopping Preference" (2011). Association of Marketing Theory and Practice Proceedings 2011. 30.