Personality Traits Hierarchy of Online Shoppers

Tsai Chen


Over the past decade, B2C e-commerce has flourished and enjoyed a growth rate unrivaled by the traditional retail business. This study is meant to contribute to the underdeveloped area of traits study concerning online shoppers. Specifically, the hierarchical trait theory of the 3M Model is applied as the theoretical foundation of the research. SEM was employed to analyze the relationships between research constructs. Major findings include: (1) all five middle level traits, i.e. Innovativeness, Need for Cognition, Trust, Value Consciousness, and Buying Impulsiveness are related to Online Purchase Intention, (2) The Elemental Traits of Openness to Experience, Conscientiousness, Need for Arousal, and Need for Material are related to one or two middle level traits respectively. Moreover, this study empirically validated the Four-level Traits Hierarchical Model and demonstrated that traits can be the driving force behind human motivation and intention. 

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International Journal of Marketing Studies  ISSN 1918-719X(Print) ISSN 1918-7203(Online) E-mail:

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