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Review

Influence of Personality Traits on Choice of Retail Purchasing Channel: Literature Review and Research Agenda

by 1,* and 1,2
1
Institute of Business Informatics—Information Engineering, Johannes Kepler University Linz, 4040 Linz, Austria
2
School of Business and Management, Digital Business, University of Applied Sciences Upper Austria, 4400 Steyr, Austria
*
Author to whom correspondence should be addressed.
Academic Editors: Gang Li, T.C. Edwin Cheng and Tao Zhang
J. Theor. Appl. Electron. Commer. Res. 2021, 16(7), 3299-3320; https://doi.org/10.3390/jtaer16070179
Received: 20 October 2021 / Revised: 24 November 2021 / Accepted: 30 November 2021 / Published: 3 December 2021
(This article belongs to the Collection Emerging Topics in Omni-Channel Operations)
Consumers can choose to buy products through various retail channels (e.g., online or in-store), resulting in a need for retailers to provide a well-integrated shopping experience. However, individual factors, such as a customer’s personality, can influence how a channel is perceived and, as such, can alter their subsequent behavior. Thus, it is critical for retailers to better understand personality-related influences and how these can affect a customer’s purchase channel decision. Against this background, the purpose of this structured review is to analyze the extant literature on the influences of personality traits on purchasing channel decisions. After extensive initial screening, 24 papers published in 2003–2021 were included in the analysis and synthesis phase of this literature review. The results show how personality traits (including Big Five factors and more fine-grained factors like playfulness) influence the choice of retail purchasing channels. Among other results, we find that online shopping intentions have been studied most as an outcome variable and that, in contrast to people high in openness to experience, people high in agreeableness are less likely to shop online. While we synthesize findings in the domains of mobile commerce, social commerce, mall shopping, and augmented and virtual reality as well, little research has compared the effects of personality traits on multiple channels. Based on our findings, we discuss managerial implications as well as directions for future research which are described in the form of a research agenda. View Full-Text
Keywords: omnichannel buyer behavior; channels; consumer behavior; consumer psychology; e-commerce; online consumer behavior; retailing omnichannel buyer behavior; channels; consumer behavior; consumer psychology; e-commerce; online consumer behavior; retailing
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MDPI and ACS Style

Hermes, A.; Riedl, R. Influence of Personality Traits on Choice of Retail Purchasing Channel: Literature Review and Research Agenda. J. Theor. Appl. Electron. Commer. Res. 2021, 16, 3299-3320. https://doi.org/10.3390/jtaer16070179

AMA Style

Hermes A, Riedl R. Influence of Personality Traits on Choice of Retail Purchasing Channel: Literature Review and Research Agenda. Journal of Theoretical and Applied Electronic Commerce Research. 2021; 16(7):3299-3320. https://doi.org/10.3390/jtaer16070179

Chicago/Turabian Style

Hermes, Anna, and René Riedl. 2021. "Influence of Personality Traits on Choice of Retail Purchasing Channel: Literature Review and Research Agenda" Journal of Theoretical and Applied Electronic Commerce Research 16, no. 7: 3299-3320. https://doi.org/10.3390/jtaer16070179

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