Technology Perception, Personality Traits and Online Purchase Intention of Taiwanese Consumers

摘要

The aim of the study is to examine the influences of personality characteristics and perception of technology on e-purchase intention. This study uses a questionnaire survey in collecting relevant data. The target sample is Taiwanese consumers. Multi Regression Analysis is used to test the model and hypotheses. For the measurement model, descriptive analyses and factor analysis are assessed to verify the validity and reliability of the data. As results, the impact of perceived ease of use is the strongest influence on online buying intention. In addition, perceived usefulness, perceived ease of use, and openness to experience have significant impacts on online purchase intention, thereby mediating the relationship between consciousness and online purchase intention. Providing guidelines for strategic plan, technological project, marketing program decision, and website design for online suppliers. This study also has significant implications for personalization, e-commerce, and marketing in online stores. Due to the limited knowledge of the impact of personality traits and perception of technology on customers online purchase intention, the current study appears to be a newly emerging topic in the field of marketing research.