Research On The Relationship Of Online Consumers' Personality Types, Interpersonal Trust Levels And Shopping Decision-making Style

This study focused on the person who has the empirical consumer of the network shopping. Participants were ordered to finish three types of questionnaires, then we investigated the relations among the network shopping consumer of personality type, network human relations trust level and consumer network shopping decision style.The network shopping consumers who participated our research were selected at random from a large pool of persons who had earlier completed the three main questionnaires. In our study, consider the purports of our study, we adapted the ITS which was made by Rotter and the shopping decision style quantity questionnaire which was made by Sproles and Kendall. After adoption, we added the A type behaviors questionnaire to get the information about the network shopping consumer's trust level of humanity, their style of shopping consumer decision and the type of personality.This research measured to check the trust level, personality type of the network human relations of online shopping consumer and on-line shopping decision style by questionnaire. We found that factors, such as sex, the education level, income level and the history of using network and so on can affect the style of one's decision of online shopping. The main results are as following:1 .Perfectionistic and highly quality-conscious orientation,Value conscious, Value for money orientation , recreational and hedonistic orientation and Habitual, Brand-loyal orientation are inthe highest flight,and the Perfectionistic and highly quality-conscious orientation is the most important of all,the second is Value conscious, Value for money orientation which is followed by recreational and hedonistic orientation and Habitual, Brand-loyal orientation.2.Men and women in the network interpersonal differences in the level of trust, but did not reach significant levels of this study interpersonal trust in the network was significantly lower than the level of interpersonal trust scale theoretical average.3.Personality types of consumers shopping on the Internet and network interpersonal trust level can indeed for consumers shopping on the Internet predicting a decision-making style, but the effect was not as significant as expected.