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

Shu Hui Chen, Kuan Ping Lee

研究成果: Article同行評審

97 引文 斯高帕斯(Scopus)

摘要

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.

原文English
頁(從 - 到)1379-1400
頁數22
期刊Social Behavior and Personality
36
發行號10
DOIs
出版狀態Published - 2008

All Science Journal Classification (ASJC) codes

  • 社會心理學

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