A Study On The Relationship Between Personality Traits And Online Shopping Behavior Of College Students

The rapid development of Internet technology and e-commerce makes online shopping has become a major current consumption patterns, college students because of its own particularity and become the main group of online shopping, so online shopping behaviors of college students received extensive attention in academia. Based on personality traits network College Students and shopping behavior survey to investigate the relationship between the two. Study randomly selected Nanjing, Luoyang 1111 college students as the research object, 《 the Eysenck Personality Questionnaire Short Scale》(Chinese version),《online shopping behavior Students Questionnaire》(self), the use of SPSS19.0, AMOS17.0 statistical software, through variance analysis, correlation analysis and regression analysis, structural equation modeling and other statistical methods, explore the relationship between personality traits and college students online shopping behavior. The results are as follows:(1) Students’ online shopping behavior preferences questionnaire consists of three dimensions,namely site preferences behavioral characteristics, behavior and personal preferences product features characteristic preference behavior. Questionnaire has good reliability and validity, can be used as the next research tool.(2) Students’ average net purchase frequency(annual) is 3.16 ? 1.467 times. Site Characteristics Students deepest preference behavior, followed by product characteristic preference behavior,personal characteristics preference behavior to a minimum.Students Online shopping times(years)in different grades, gender, family type, child, regional differences in the level of 0.001 significant difference in the professional this variable significant at the 0.01 level.(3) Students’ online shopping behavior and personality traits differ in demographic variables.Features preferences behavior differences in gender, grade significant at the 0.05 level. Differences personal characteristic behavioral preferences in the family type significant at the 0.05 level.Introversion traits difference in grade at the 0.001 level significantly, spiritual quality trait differences in gender, professional, family type at the 0.05 level significantly, concealing trait differences in gender, the only child at the 0.001 level significantly, the differences in grades,professional, regional significant at the 0.05 level.(4) The interaction of demographic variables on online shopping behavior significantly.Interaction between gender, only child, family type in the preference of website characteristics issignificant, students’ gender, grade, only child, professional in the characteristic features of the preference behavior interaction significantly, interaction of students in grades and majors in the preference of individual characteristics extremely significant.(5) Students ’Personality Traits between the various dimensions of online shopping behavior of each variable was significantly negatively correlated in undergraduates’ personality, the introversion,neuroticism online shopping behavior has a good negative predictor; spirit neuroticism site feature preferences good behavior negatively predicted; neurotic characteristics of the product have a good appetite negatively predicted; introversion, neuroticism preference for personal properties with good behavior negatively predicted.(6) Through causal model construction found that there is a causal relationship between the statistical analysis on the personality traits and online shopping behaviors of college students,college students’ personality on online shopping behavior has a direct effect, the personality traits of the online shopping behavior has a good explanatory power and predictive power.