TY - JOUR
T1 - THE MEDIATION EFFECT OF ONLINE SHOPPING HABITS ON PERSONALITY TRAITS AND INTENTION TO RECOMMEND; THE COVID-19 EFFECT
AU - Ngah, Abdul Hafaz
AU - Bandar, Nur Fatihah Abdullah
AU - Awi, Nur Aishah
AU - Eneizan, Bilal
AU - Alshannag, Fadi Mohammed
N1 - Publisher Copyright:
© 2022, Universiti Malaysia Sarawak. All rights reserved.
PY - 2022
Y1 - 2022
N2 - 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.
AB - 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.
KW - Big Five Personality Traits
KW - Covid-19
KW - Intention to recommend
KW - Online Shopping Habit
UR - https://www.scopus.com/pages/publications/85129195345
U2 - 10.33736/ijbs.4608.2022
DO - 10.33736/ijbs.4608.2022
M3 - Article
AN - SCOPUS:85129195345
SN - 1511-6670
VL - 23
SP - 188
EP - 206
JO - International Journal of Business and Society
JF - International Journal of Business and Society
IS - 1
ER -