+1 Recommend
1 collections
      • Record: found
      • Abstract: found
      • Conference Proceedings: found
      Is Open Access

      Influence of Personality, Shopper type and Social Support on the Consumers’ Need for Status and Continuance Intention in E-commerce


      1 , 1 , 1

      Proceedings of the 32nd International BCS Human Computer Interaction Conference (HCI)

      Human Computer Interaction Conference

      4 - 6 July 2018

      Personality, Shopper Type, Social Support, Need for Status



            With the increase in the number of companies doing business online, simply selling their products online will not help an e-business make new clients and maintain existing ones. Businesses have to implement strategies that will make their business attractive to new clients while maintaining existing customers. The use of personalization has been suggested as an e-commerce strategy that businesses can use to attract and retain clients. To contribute to ongoing research in this area, we explore the use of personality, shopper type, social support and need for status in e-commerce personalization and their influence on the continuance intention of e-commerce shoppers. Using a sample size of 226 e-commerce shoppers, we develop and test a global research model using partial least-squares structural equation modelling (PLS-SEM) analysis. In addition, we carried out multi-group analysis between males and females to determine if there are any significant differences between both groups. Our results show that personality, shopper type, social support and need for status explain almost 60% of the variance in the continuance intention of consumers to shop online. In addition, shopper type has the strongest effect on continuance intention compared to personality, need for status and social support. Furthermore, the personality of males significantly influenced their continuance intention of shopping online, while this was insignificant for females. These findings suggest possible design guidelines in developing personalized e-commerce shopping experience for consumers.


            Author and article information

            July 2018
            July 2018
            : 1-10
            [1 ] University of Saskatchewan

            Saskatchewan, Canada
            © Adaji et al. Published by BCS Learning and Development Ltd. Proceedings of British HCI 2018. Belfast, UK.

            This work is licensed under a Creative Commons Attribution 4.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by/4.0/

            Proceedings of the 32nd International BCS Human Computer Interaction Conference
            Belfast, UK
            4 - 6 July 2018
            Electronic Workshops in Computing (eWiC)
            Human Computer Interaction Conference
            Product Information: 1477-9358BCS Learning & Development
            Self URI (journal page): https://ewic.bcs.org/
            Electronic Workshops in Computing


            1. 2017 Perceived Effectiveness, Credibility and Continuance Intention in E-commerce. A Study of Amazon. Proceedings of 12th International Conference on Persuasive Technology(Amsterdam 2017

            2. 2005 Attitudes, personality, and behavior McGraw-Hill Education(UK

            3. 1976 Interaction Patterns and Themes of Male, Female, and Mixed Groups. Small Group Behavior 7 1(Feb. 1976 7 18 DOI:https://doi.org/ 10.1177/104649647600700102

            4. 2007 The impact of personality type on purchasing decisions in virtual stores. Information Technology and Management 8 4(Nov. 2007 313 330 DOI:https://doi.org/10.1007/s10799-007-0021-y

            5. 2001 An empirical analysis of the antecedents of electronic commerce service continuance. Decision Support Systems 32 2(2001 201 214 DOI:https://doi.org/10.1016/S0167-923601)00111-7

            6. 2014 Social status and personality traits. Journal of Economic Psychology 51(Dec. 2014 245 260 DOI:https://doi.org/10.1016/J. JOEP.2015.10.002

            7. 2015 Consumers’ repurchase intention of luxury goods?: examining the relationship among status consumption, need for uniqueness, materialism and affective response(2015

            8. 2003 A partial least squares latent variable modeling approach for measuring interaction effects: Results from a Monte Carlo simulation study and an electronic-mail. Information systems 2003

            9. 2007 Status consumption and role-relaxed consumption: A tale of two retail consumers. Journal of Retailing and Consumer Services 14 1(Jan. 2007 45 59 DOI:https://doi.org/10.1016/J. JRETCONSER.2006.03.003

            10. 2016 Expressing and defining self and relationships through everyday shopping experiences. Journal of Business Research 69 3(Mar. 2016 1035 1042 DOI:https://doi.org/10.1016/J. JBUSRES.2015.08.016

            11. 2008 Innovative e-commerce site design: a conceptual model to match consumer MBTI dimensions to website design. Journal of Internet 2008

            12. K. 1999 Status Consumption in Consumer Behavior: Scale Development and Validation. Journal of Marketing Theory and Practice 7 3(Jul. 1999 41 52 DOI:https://doi.org/10.1080/10696679.1999.11501839

            13. 2011 Perceptions of status consumption and the economy. Journal of Business & Economics Research 9 7(2011)9

            14. 1990 An alternative description of personality: the big-five factor structure. Journal of personality and social psychology 59 6(1990)1216

            15. 2010 Status Consumption and Price Sensitivity. The Journal of Marketing Theory and Practice 18 4(Sep. 2010 323 338 DOI:https://doi.org/10.2753/MTP1069-6679180402

            16. 2012 Materialism, Status Consumption, and Consumer Independence. The Journal of Social Psychology 152 1(Jan. 2012 43 60 DOI:https://doi.org/10.1080/00224545.2011.555434

            17. 2003 A very brief measure of the Big-Five personality domains. Journal of Research in Personality 37 6(2003 504 528 DOI:https://doi.org/10.1016/S0092-656603)00046-1

            18. 2016 A primer on partial least squares structural equation modeling (PLS-SEM) Sage Publications

            19. 2010 The relationship between personality traits and online shopping motivations. Social Behavior and Personality: an 2010

            20. 1999 The Big Five trait taxonomy: History, measurement, and theoretical perspectives. of personality: Theory and research 1999

            21. 2003 Typology of online shoppers. Journal of Consumer Marketing 20 2(Apr. 2003 139 156 DOI:https://doi.org/10.1108/07363760310464604

            22. 2010 The Roles of Consumers Need for Uniqueness and Status Consumption in Haute Couture Luxury Brands. Journal of Global Fashion Marketing 1 4(Nov. 2010 206 214 DOI:https://doi.org/10.1080/20932685.2010.10593072

            23. 2011 What Drives Social Commerce: The Role of Social Support and Relationship Quality. International Journal of Electronic Commerce 16 2(Jan. 2011 69 90 DOI:https://doi.org/10.2753/JEC1086-4415160204

            24. 2006 How does personality affect trust in B2C e-commerce? Proceedings of the 8th International Conference on Electronic Commerce (ICEC’2006) 2006

            25. 2003 Buying, searching, or browsing: Differentiating between online shoppers using in-store navigational clickstream. Journal of consumer psychology 2003

            26. 2008 A systematic framework for designing and evaluating persuasive systems. Persuasive technology Springer 164 176

            27. Gender, age, and responsiveness to Cialdini’s persuasion strategies Springer

            28. 2017 Towards personality-driven persuasive health games and gamified systems. Proceedings of SIGCHI Conference on 2017

            29. 2017 Towards Personality-driven Persuasive Health Games and Gamified Systems. Proceedings of the 2017 CHI Conference on Human Factors in Computing Systems - CHI ’17(New York, New York, USA 2017)1015 1027

            30. 2004 A typology of online shoppers based on shopping motivations. Journal of Business Research 57 7(2004 748 757 DOI:https://doi.org/10.1016/S0148-296302)00351-X

            31. 2013 PLS path modeling with R Berkeley Trowchez Editions 2013

            32. P. 2008 Why can’t a man be more like a woman? Sex differences in Big Five personality traits across 55 cultures. Journal of Personality and Social Psychology 94 1(2008 168 182 DOI:https://doi.org/10.1037/0022-3514.94.1.168

            33. 2013 Partial least squares structural equation modeling (PLS-SEM) techniques using SmartPLS. Marketing Bulletin 24(2013

            34. 2016 An Online Shopping Behavior Model Integrating Personality Traits, Perceived Risk, and Technology Acceptance. Social Behavior and Personality: an international journal 44 3(Apr. 2016 85 97 DOI:https://doi.org/10.2224/sbp.2015.43.1.85

            35. 1988 The multidimensional scale of perceived social support. Journal of personality 1988

            36. 2011 How to win online: Advanced personalization in e-commerce; An Oracle white paper


            Comment on this article