An Analysis of the Impact of Personality Traits towards Augmented Reality in Online Shopping

Radu Constantin Lixandroiu · Ana‐Maria Cazan · Cătălin Ioan Maican

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Technology Adoption and User Behaviour Consumer Behavior and Marketing Influence Consumer Retail Behavior Studies

Abstract

The Internet as a shopping and purchasing medium has become an extensively researched topic. Augmented realty, in particular, allows consumers to explore their options and make personalised changes while shopping online. Our study aims to analyse the symmetry between the attitudes towards using the traditional electronic online shopping and the electronic commerce that uses augmented reality. We also investigate the effects of personality traits and the attitudes towards the Internet on the two electronic commerce forms. Our results show that the buying intention in online shopping is significantly higher in the case of augmented reality. Our results also reveal associations between personality traits and online buying behaviours, i.e., neuroticism and the openness to experiences being associated with the willingness to buy online. On the other hand, personality traits are proved to predict buying impulsiveness, the highest weight being represented by low emotional stability and high external locus of control. Further research should also include other dimensions, such as the perceived risks associated with online purchasing, self-efficacy or anxiety towards technology.

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References

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2022Evaluating the Influence of Social Advertising, Individual Factors, and Brand Image on the Buying Behavior toward Fashion Clothing Brands 2021Influence of Personality Traits on Choice of Retail Purchasing Channel: Literature Review and Research Agenda 2024How extended reality influences e-commerce consumers: A literature review 2021Relationships between the “Big Five” personality types and consumer attitudes in Indian students toward augmented reality advertising

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