The impact of personality traits on online purchase intention: the mediating effect of perceived ease of use and perceived usefulness

[[abstract]]Purpose – The purpose of this study is to examine the influence of personality traits on online purchase intention. Design/methodology/approach – This study developed hypotheses base on the previous research. The questionnaire survey is used to collect data. The target sample is Taiwanese college students. The structural model theoretical framework of this study is based partially on the Technology acceptance model and the most popular typology of personality traits, the Big Five model. Structural Equation Modeling (SEM) with AMOS is used to test the model and hypotheses and Statistical Package for the Social Sciences (SPSS) for descriptive analysis and factor analysis to verify the validity and reliability of the data. Findings – The result showed that personality traits have impact on online purchase intention. Five hypotheses out of ten were supported. Moreover, it was found that perceived usefulness mediates the relationship between openness to experience, consciousness and online purchase intention. Practical implications – The current study can be useful for guiding strategy formulation, technology design, marketing policy decisions, and web site design for online stores. This study will have significant implications for personalization, ecommerce, and marketing in online stores. Originality/value – Research studies investigated the impact of personality characteristics on customers purchase intention in online stores is relatively limited and a newly emerging topic in the field of marketing research