Paper Moderator of the Product Type in the Relationship between Personality Traits and Online Purchase Behavior: an Application of the Mowen Hierarchical Model

Name: FERNANDO CHIABAI BENTO

Publication date: 07/10/2016
Advisor:

Namesort descending Role
TERESA CRISTINA JANES CARNEIRO Advisor *

Examining board:

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MARCOS PAULO VALADARES DE OLIVEIRA Internal Examiner *
TERESA CRISTINA JANES CARNEIRO Advisor *

Summary: This research aimed to investigate the previous factors of online buying behavior through the personality hierarchical model presented by Mowen (2000) for his Metatheoric Model of Motivation and Personality (3M), verifying if the type of the offered product affects this ratio. The proposed research model was developed based on a bibliographic research. The data collection was performed through a survey that used a structured questionnaire that was available on the Internet and answered by 768 e-consumers. Data analysis used the structural equations modeling technique with the SmartPLS software support to test the model and the hypotheses. The results show that Mowen’s personality traits hierarchical model is suitable to the investigated context. They show also that the personality traits influence hierarchically, from the most abstract trait to the most superficial one,
contributing to the explanatory power of the Intention to Shop Online variable and showing influence on e-consumer behavior. Among the investigated personality traits, the following ones Shopping Enjoyment, Perceived Risk and Value Consciousness were the most important traits, in that order. The personality trait Impulsive Purchase did not show influence on Intention to Shop Online. It was also observed that the kind of product exercises a moderating role between the situational traits (Shopping Enjoyment, Value Consciousness and Impulsive Purchase) and the superficial trait Online Purchase Intent. The study contributes to the development of the online consumer behavior theory. It supports understanding the e-consumer behavior, helping managers to define more effective strategies to this target audience.

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