THE MEDIATION EFFECT OF ONLINE SHOPPING HABITS ON PERSONALITY TRAITS AND INTENTION TO RECOMMEND; THE COVID-19 EFFECT

Abdul Hafaz, Ngah and Nur Fatihah, Abdullah Bandar and Nur Aisyah, Awi and Bilal, Eneizan and Fadi Mohammed, Alshannag (2022) THE MEDIATION EFFECT OF ONLINE SHOPPING HABITS ON PERSONALITY TRAITS AND INTENTION TO RECOMMEND; THE COVID-19 EFFECT. International Journal of Business and Society, 23 (1). pp. 188-206. ISSN 1511-6670

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Abstract

The coronavirus disease (COVID-19) has transformed conventional buying to online shopping habits. Despite the importance of customers’ future behaviour, insufficient studies have highlighted the role of online shopping habits on the intention to recommend. The study investigated how the Big Five Personality Traits (BFPT) influence online shopping habits, the relationship between habit and intention to recommend, and the habit as a mediator by applying the convenience sampling method. A total of 347 usable data were collected online and analysed using structural equation modelling with the Smart Partial Least Squares (Smart PLS) software. The study found that agreeableness, conscientiousness, extraversion, and neuroticism positively affect online shopping habits, but not openness. Furthermore, online shopping habits positively impact the intention to recommend and mediate the relationship between the BFPT and the intention to recommend. The study also provides valuable information for conventional stores and online platform managers to develop marketing strategies to retain and attract new customers. Moreover, the study discussed the limitations and future research recommendations.

Item Type: Article
Additional Information: COVID-19
Uncontrolled Keywords: Big Five Personality Traits; Online Shopping Habit; Intention to recommend; Covid-19.
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Academic Faculties, Institutes and Centres > Faculty of Cognitive Sciences and Human Development
Faculties, Institutes, Centres > Faculty of Cognitive Sciences and Human Development
Academic Faculties, Institutes and Centres > Faculty of Cognitive Sciences and Human Development
Depositing User: Abdullah Bandar
Date Deposited: 17 May 2022 01:02
Last Modified: 17 May 2022 01:02
URI: http://ir.unimas.my/id/eprint/38525

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