Research on influencing mechanism of big five personality traits on customers online purchase intention: a mediating role of trust Online publication date: Tue, 02-Feb-2021
by Muhammad Khalid Iqbal; Ali Raza; Fawad Ahmed; Naveed Ahmad Faraz; Umair Saeed Bhutta
International Journal of Electronic Business (IJEB), Vol. 16, No. 1, 2021
Abstract: This study aims to examine the direct association between the big five personality traits and customers' online purchase intention. Further, we also explore the mediating role of trust. Data were collected from 278 online customers in Pakistan through a self-administered questionnaire. Partial-least square based structural equation modelling was employed to test the hypotheses. Findings show that the big five personality traits, both directly and through the mediation of trust, influence customers' online purchase intention. The results further reveal that the big five personality traits have a positive and significant impact on the trust of online customers. Another notable finding of this research is that, except for neuroticism, all other personality traits directly effect customers' online purchase intention. The theoretical and practical contributions of this study are also given at the end.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Electronic Business (IJEB):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com
Our Blog 
Follow us on Twitter 
Visit us on Facebook