USING THE LOCUS OF CONTROL PERSONALITY DIMENSION AS A PREDICTOR OF ONLINE BEHAVIOR

Since the 16h century, the availability of communication technology has advanced the level and accessibility of commerce and personal freedoms. The advent of the computer as a personal communication tool has given individuals new power in their ability to communicate, gain information, and make decisions. A major paradigm shift has been in the control that the individual now has in a consumer role. The internet has provided consumers a vehicle by which they can actively participate in the decision-making process- from need recognition to post-purchase evaluation. Little research has been done to explore the personality characteristics of internet users. This study examines one aspect of personality, locus of control, and internet behavior. Research findings reveal substantial differences in internet usage and attitudes between a consumer’s internal or external locus of control orientation. Results and future research relative to this study are discussed