The role of personality traits and perceived values in persuasion: An elaboration likelihood model perspective on online shopping

Shu Hui Chen, Kuan Ping Lee

Research output: Contribution to journalArticlepeer-review

91 Citations (Scopus)

Abstract

In this study of online shopping the influences of consumers' beliefs and perceived values on attitude, trust, and approach behavior were examined. The moderating effects of personality traits were taken into account. Twenty cosmetics and 20 hotel websites were selected for participants to randomly link to and read, and the students were then asked to fill in a 48 - item questionnaire via the internet. It was found that when consumers have higher levels of agreeableness and conscientiousness, central route website contents would be more favorable for eliciting utilitarian shopping value; whereas when consumers have higher levels of emotional stability, openness, and extraversion, peripheral route website contents would be more critical in facilitating experiential and hedonic shopping value.

Original languageEnglish
Pages (from-to)1379-1400
Number of pages22
JournalSocial Behavior and Personality
Volume36
Issue number10
DOIs
Publication statusPublished - 2008 Dec 1

All Science Journal Classification (ASJC) codes

  • Social Psychology

Fingerprint

Dive into the research topics of 'The role of personality traits and perceived values in persuasion: An elaboration likelihood model perspective on online shopping'. Together they form a unique fingerprint.

Cite this