The Influence Of Personality Traits On Online Purchase Intention

The present China’s electronic business is booming. However, fast development brings a lot of problems, management system problems and lack of the theory of electronic commerce mode makes the healthy development of electronic commerce in China met the resistance. Therefore, from the electronic commerce theory, also from the source of consumer’s perspective, study on how can consumers’Personality affect the electronic business model and furthermore produce purchase intention has certain significance.This article mainly discusses the research between perceived risks, consumer personality and technology acceptance model. This paper based on the basis of previous studies, the consumer personality theory, the technology acceptance model theory and the perceived risk theory. With the definition and dimension of all variables, this paper puts forward the model of the theory. Through the related analysis and multiple regression analysis, this paper puts forward the test of the assumptions. This paper gives the research conclusion and innovations, and points out the deficiency and further research. In this paper, the main results are as follows:This paper found that the neuroticism has a significant negative impact on perceived ease of use and perceived usefulness; and has a significant positive impact on Perceived risk. Therefore, neuroticism blocks the purchase intension online.This paper found that the extroversion has a significant positive impact on perceived usefulness; but does not have significant impact on Perceived risk and perceived ease of use. Therefore, extroversion does not have significant mpact on the purchase intension online.This paper found that the openness has a significant positive impact on perceived ease of use and perceived usefulness; and has a significant negative impact on Perceived risk. Therefore, openness has stimulative effect on the purchase intension online. This paper found that the amenity has a significant positive impact on perceived ease of use and perceived usefulness; and has a significant negative impact on Perceived risk. Therefore, amenity has stimulative effect on the purchase intension online.This paper found that the responsibility has a significant positive impact on perceived ease of use and perceived usefulness; but does not have a significant mpact on Perceived risk. Therefore, responsibility has partly stimulative effect on the purchase intension online.