Title: Research on influencing mechanism of big five personality traits on customers online purchase intention: a mediating role of trust

Authors: Muhammad Khalid Iqbal; Ali Raza; Fawad Ahmed; Naveed Ahmad Faraz; Umair Saeed Bhutta

Addresses: Knowledge Unit of Business, Economics, Accountancy, and Commerce, University of Management and Technology, Sialkot 51310, Pakistan ' Knowledge Unit of Business, Economics, Accountancy, and Commerce, University of Management and Technology, Sialkot 51310, Pakistan ' School of Management, Wuhan University of Technology, Wuhan 430070, China ' School of Management, Wuhan University of Technology, Wuhan 430070, China ' Business Administration Department, College of Sciences, Ministry of Higher Education, Ibri 511, Oman

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.

Keywords: big five personality traits; online purchase intention; OPI; trust; e-commerce; electronic commerce.

DOI: 10.1504/IJEB.2021.112765

International Journal of Electronic Business, 2021 Vol.16 No.1, pp.52 - 76

Received: 14 Mar 2019
Accepted: 25 Mar 2020
Published online: 02 Feb 2021 *

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