The impact of personality type on purchasing decisions in virtual stores
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 consumers 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 consumers 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.
personality types virtual stores myers-briggs technology acceptance model structural equation modeling