Research on Exploring the Influence of Customer’s Openness to Experience on Online Purchase Intention
Journal Title: IOSR journal of Business and Management - Year 2018, Vol 20, Issue 6
Abstract
Online shopping is growing rapidly in 21st century, as compared with brick and mortar stores electronic stores are offering more diverse products to the customers. Customers have more product choices, information and convenience for purchasing online. The aim of this study is to investigate the effect of openness to experience customers on online purchase intention. This is the first study that is going to check the effect of openness to experience on online purchase intention. A theoretical model is developed to check the causal effect among those variables. Data were collected through questionnaire from the students of different universities in Pakistan and analyzed through partial least square (PLS) method. The results show that openness to experience did not affect the online purchase intention of Pakistani customers. Openness personality trait affects the perceived usefulness and usefulness affect the online purchase intention. Perceived usefulness mediates the relationship between openness to experience and online purchase intention.
Authors and Affiliations
Muhammad Khalid Iqbal, Ali Raza, Hammad Mushtaq, Fawad Ahmed, Ikramina Larasati Hazrati Havidz
Keywords
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- EP ID EP411542
- DOI 10.9790/487X-2006021418.
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