The Impact of the Myers-Briggs Personality Dimensions on Shopping Intentions in Online Environments: A Comparative Study

Abstract

Rapid development of new technologies has transformed many aspects of our lives, including shopping. Today, physical stores are no longer the only means of shopping goods thanks to the advent of online stores on the Internet. Intentions to shop from these stores are influenced by a wide variety of internal and external factors. In this paper, the impact of personality on these intentions is explored. In doing so, a total of 130 graduate and postgraduate students at the University of Isfahan were surveyed about their intentions of buying cellphone and computer accessories over the Internet. Structural equations modeling was used to analyze the data. Upon return, one hundred responses were acceptable and thus formed the basis for analysis. According to the results, the Judging dimension, with a coefficient of 70 percent, has the highest impact on online shopping intentions followed by Introversion and Thinking whose coefficients are 54 and 37 percent, respectively. Finally, the Sensing dimension has a coefficient of 27 percent, indicating a negligible impact on online shopping intentions.

Keywords

• Online buyer
• Online shopping
• Online store
• Personality Trait
• Technology Acceptance Model (TAM)