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
- 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.
Keywords
- f online word-of-mouth
- Trust
- Personali
How to 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. https://doi.org/ 10.4304/jsw.6.2.265-272
Copyright & License
Copyright © 2011 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).