The Effect Of Personal Traits On Customers’ Online Shopping Preference

Document Type

Conference Proceeding

Conference Track

Social Media/ Internet/ Mobile/ Direct Marketing

Publication Date



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

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