The Effect of Personality Traits on the Preference for Online Shopping: The Moderating Roles of Brand Trust and Familiarity, Data Protection and Privacy Concerns, and Security Risks Yasmeen Ghalyeh Course: Honors Thesis II Professor: Mike Chao Students: Yasmeen Ghalyeh Essay: The Effect of Personality Traits on the Preference for Online Shopping: The Moderating Roles of Brand Trust and Familiarity, Data Protection and Privacy Concerns, and Security Risks
Assignment: For this Honors Thesis, students were asked to write an Abstract, Introduction, Theoretical background &
hypothesis, Method, Results, and Conclusion for a topic of their choosing.
Abstract
influencing preference for online shopping (POS), and the extent an individual’s attitude towards technology (ATT) mediates this relationship. It also serves to analyze how other factors such as brand trust and familiarity, data protection and privacy concerns, and security risks moderate the relationship.
Significant advancements in technology resulted in the transformation of many industries, including that of the retail industry, which it will continue to shape. Its effects can be observed as seen by businesses, big and small, that have expanded to include the addition of online shopping into their business models along with their traditional, brick-and-mortar stores. Understanding consumers through factors such as psychographics is a core component of marketing; thus, personality is one area of study that is of interest in this research in relation to online shopping and will be measured through the five-factor model (FFM) (Barnett, Pearson, Pearson, and Kellermanns, 2015).
Method An online survey created through Qualtrics and distributed through Amazon MTurk. Main Findings All three personality traits studied- openness to experience, extraversion, and neuroticism- were positively related to ATT, and ATT was found to be positively related to POS. Data protection and privacy concerns and security risks weaken the relationship between ATT and POS; however, brand trust and
Purpose/Value To examine the role consumer personality plays in 29
