The impact of personality type on purchasing decisions in virtual stores

Abstract

Despite the proliferation of virtual stores, research into the consumer personality characteristics that influence consumer interactions with virtual stores has been lagging. In this paper we propose and test a model linking consumer personality type with a decision to purchase from a virtual store. The results indicate that a consumer's personality type has an effect on perceived ease of use and peer influence; and those two variables, together with perceived usefulness, have an effect on a consumer's eventual decision to purchase from a virtual store. The practical implications of the findings are that consumer perceptions and attitudes towards virtual stores can be altered by personalizing virtual stores in a manner which will increase their likelihood of making a purchase.

Purchase Motives, Use of Information Sources, and Decision Making Styles of Online Clothing Shoppers

“…The findings supported the previous study (Barkhi & Wallace, 2007) reported that goal-directed shoppers, who were price-predetermined or product-predetermined consumers, enjoyed shopping the virtual store by using price comparison sites. However, experiential shoppers who corresponded to e-store-predetermined consumers in this study were not likely to use the marketer-oriented information sources.…”

“…On the other hand, goal-directed shoppers enjoyed the efficiency of virtual stores such as the price comparison. The decision making of e-shoppers was influenced by the usage of information, the network effect and the information cascading from social networks perspectives (Barkhi & Wallace, 2007). Based on the previous researches, both purchase motives and use of information sources have effects on decision making styles (hypotheses 3, 4, & 5).…”

“…Hafstrom et al (1992) segmented consumer markets based on the decision making styles: brand conscious consumers, high-quality conscious consumers, recreational-shopping conscious consumers, confused by over choice consumers, time-energy conserving consumers, impulsive and careless consumers, habitual and brand-loyal consumers, and price-value conscious consumers. Barkhi and Wallace (2007) reported that individual differences affect consumers' attitude, intention, and decision to purchase. E-shoppers were classified into experiential shoppers who have an ongoing and hobbytype interest, and goal-directed shoppers who are taskoriented, efficient, rational and deliberate (Barkhi & Wallace, 2007;Hoffman & Novak, 1996).…”

“…Barkhi and Wallace (2007) reported that individual differences affect consumers' attitude, intention, and decision to purchase. E-shoppers were classified into experiential shoppers who have an ongoing and hobbytype interest, and goal-directed shoppers who are taskoriented, efficient, rational and deliberate (Barkhi & Wallace, 2007;Hoffman & Novak, 1996). Decision making of experiential shoppers was likely to explore the web in their daily quest for navigational alternatives.…”

“…Decision making is influenced by social circumstances, marketing stimulus, and personal characteristics. Among these influences, the personal characteristics are known to be one of the most effective factors for deciding and purchasing clothes (Barkhi & Wallace, 2007;Kim, 2007). The personal characteristics include motivation, knowledge, attitude, and lifestyle of consumers.…”