The impact of personality type on purchasing decisions in virtual stores

Authors:
Reza Barkhi;Linda Wallace
Affiliations:
Department of Accounting & Information Systems, Pamplin College of Business, Virginia Tech, Blacksburg, USA 24061 and American University of Sharjah, Sharjah, UAE;Department of Accounting & Information Systems, Pamplin College of Business, Virginia Tech, Blacksburg, USA 24061
Venue:
Information Technology and Management
Year:
2007

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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.