Influencing Mechanism of Openness to Experience Personality Trait on Online Purchase Intention of Pakistani Customers

Abstract

Online shopping is growing rapidly in 21st century, as compared to 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. Studies on customer's personality variables have not been extensively done. Personality traits variable in context of online purchase intention is under investigation. Therefore, the aim of current study is to formulate and test a comprehensive research model to explain the influence of openness to experience personality trait on customers' acceptance of electronic commerce (online purchase intention) with the mediating effect of perceived usefulness and trust. The study analyzes the hypotheses employing Structural Equation Modeling (SEM) in Partial Least Square (PLS) software with data of 525 customers. Findings of the study revealed that openness personality trait has not only direct effect on OPI but have also indirect effect through PU and TRU as mediators. PU and TRU partially mediate the relationship between openness to experience and online purchase intention. Further, results of the current study suggest that personality traits of the Pakistani customers influence the online purchase intention. Moreover, study found that perceived usefulness and trust effect the online purchase intention of the customers. Trust is most important factor in purchasing online because uncertainty exists in the e-commerce industry of Pakistan.