Personality determinants of online shopping: Explaining online purchase intentions using a hierarchical approach

What determines whether one purchases products online or through another channel? Just as retailers seek to develop online retail websites as profitable channels of distribution, researchers have pursued answers to this very question. In pursuing this line of research, several approaches have been utilized including those based upon behavioral economics, lifestyle analysis, and merchandising effects. While some of this work identifies the potential moderation of personality traits most of it focuses on factors related to time, costs and benefits, and shopping context. Following the hierarchical approach to personality developed by Mowen (Mowen J. The 3M Model of Motivation and Personality. Norwell, MA: Kluwer Academic Press, 2000.), this study seeks to understand online purchase intent using personality constructs. The present study uses data from an online consumer panel to develop a hierarchical model of personality useful for predicting consumer intentions to purchase products and services online.