Volume 6 Number 2 (Feb. 2011)
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JSW 2011 Vol.6(2): 265-272 ISSN: 1796-217X
doi: 10.4304/jsw.6.2.265-272

Personality‟s Influence on the Relationship between Online Word-of-mouth and Consumers‟ Trust in Shopping Website

Chen Hui
School of Economics and Management, Beijing University of Posts and Telecommunications, Beijing, China

Abstract—This paper did a survey on 162 college students, with an aim to find out the role of consumers’ personality in their trust in the website as far as the online word-of-mouth is concerned. All the data collected are analyzed by SPSS 15.0 and LISREL. It shows that there is a significant difference between the introverted consumers and the extroverted consumers viewing their attitude towards online word-of-mouth. When the online word-of-mouth is affecting the consumers’ trust in shopping websites, the introverted and extroverted influence exist difference.

Index Terms—f online word-of-mouth, Trust, Personality


Cite: Chen Hui, "Personality‟s Influence on the Relationship between Online Word-of-mouth and Consumers‟ Trust in Shopping Website," Journal of Software vol. 6, no. 2, pp. 265-272, 2011.

General Information

ISSN: 1796-217X (Online)
Frequency: Monthly (2006-2019); Bimonthly (Since 2020)
Editor-in-Chief: Prof. Antanas Verikas
Executive Editor: Ms. Yoyo Y. Zhou
Abstracting/ Indexing: DBLP, EBSCO, Google Scholar, ProQuest, INSPEC, ULRICH's Periodicals Directory, WorldCat, etc
E-mail: jsw@iap.org
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