PERSONALITY TRAITS AND ONLINE SPENDING BEHAVIOUR IN GENERATION Y AND Z DURING PANDEMIC OF COVID-19 AT SOUTH-EAST MALAYSIA REGION

Jimmy, Munan (2021) PERSONALITY TRAITS AND ONLINE SPENDING BEHAVIOUR IN GENERATION Y AND Z DURING PANDEMIC OF COVID-19 AT SOUTH-EAST MALAYSIA REGION. [Final Year Project Report] (Unpublished)

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Abstract

In the global economy, consumers’ personality traits have been become the central issues for online spending behaviour especially during the pandemic of Covid-19. The purpose of this study is to determine the correlation relationship between personality traits and online spending behaviour in Generation Y (Age:27-43) and Z (Age:18-26) during pandemic of Covid-19 at the South-East Malaysia region which is Kuching, Sarawak. A correlational research design along with a convenience sampling was applied in this study. Primary data was collected through an online survey and 180 consumers from Kuching, Sarawak was voluntarily participated in this study. Findings show a positively significant correlation between personality traits (agreeableness, openness, conscientiousness, and extraversion) and online spending behaviour (perceived usefulness). Surprisingly, personality traits (neuroticism) have a negatively significant correlation with online spending behaviour (perceived usefulness). Besides, a positively significant correlation also found between personality traits (agreeableness, openness, conscientiousness, and extraversion) with online spending behaviour (perceived ease of use). However, personality traits (neuroticism) have no significant correlation with online spending behaviour (perceived ease of use). Furthermore, the findings show a significant difference in online spending behaviour (perceived usefulness) between Generation Y and Z. Generation Y demonstrated higher perceived usefulness on online shops than Generation Z. In contrast, there is no significant difference in online spending behaviour (perceived ease of use) between Generation Y and Z. Overall, personality traits (openness and conscientiousness) were found to be the strongest significantly correlated with online spending behaviour (perceived usefulness and perceived ease of use) on online shops among Generation Y and Z consumers in Kuching, Sarawak. Moreover, although the current study was based on a small sample of participants, yet the findings show a significant difference in online spending behaviour (perceived usefulness) between Generation Y and Z consumers in Kuching, Sarawak on online shops. In future research, it might be possible to use different location in this region to represent whole population.

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