E-commerce Retail & Online Shopping: The Influence of Personality Traits & Satisfaction on Consumer Behavior & Preference

Khashbat Anar (2023) E-commerce Retail & Online Shopping: The Influence of Personality Traits & Satisfaction on Consumer Behavior & Preference. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

Abstract Тhe proliferation оf electrоnic соmmerce (e-commerce), espeсially within the business-to-consumer (B2C) retail sector, has revolutionized the way consumers make purchasing decisions and conduct daily activities. Online shopping has become a fundamental part of our lives, replacing the traditional in-store shopping experience with a convenient and cost-effective digital alternative. This shift has eliminated the need for physical store visits, rendering a vast array of products and services available at the click of a button on a smartphone screen. With its affordability, personalized attention, and unlimited access to information, e-commerce retail and online shopping represent a fundamental aspect of our generation's integration into a globalized economy. Forecasts indicate that the e-commerce retail market will continue to expand, reaching 20.4 percent of global retail sales in 2022, with a value of 13 trillion U.S. dollars in 2021. In light of these developments and the ongoing transition towards online shopping, it is essential to investigate the connection between consumer personality traits and their preferences for either online or in-person product purchases, while considering the amalgamation of consumer values. Studies in this domain can provide valuable insights into the effectiveness of marketing strategies tailored to consumers' personality traits and attitudes. It is increasingly apparent that an individual's personality traits, attitudes, and emotions can influence their shopping preferences in both in-person and e-commerce retail environments. The goal of this dissertation is to look into the relationship between attitudes, traits of personality, and customer preferences for online retail as opposed to traditional brick-and-mortar stores. It aims to decipher how different personality traits affect consumer behavior and preference in online shopping and ascertain the extent to which consumer satisfaction with e-commerce retail platforms influences repeat purchases. The research questions highlight the importance of an individual's personality traits and attitudes in influencing these preferences, as well as the different factors that lead consumers to prefer online shopping over traditional brick-and-mortar retail establishments. To address these questions, the dissertation will leverage an extensive review of empirical studies that investigate the relationship between personality traits, attitudes, and purchasing behavior in both physical retail stores and e-commerce platforms. Additionally, a survey-based study will be conducted to gather quantitative data, assessing consumers' personality traits, attitudes, emotions, and preferences for e-commerce and brick-and-mortar retail. To find participants, a non-probability convenience sampling technique will be used, with a sample size of N=150. Data analysis will encompass descriptive statistics to examine response distributions to explore relationships between independent variables (personality traits, attitudes, emotions) and the dependent variable (retail preferences).

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	consumers' preferences, e-commerce, marketing, personality-traits, retail
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2024. Feb. 20. 14:58
Utolsó módosítás:	2024. Feb. 20. 14:58

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