Predicting Online Shopping Based on Personality Characteristics: HEXACO Traits Model

Predicting Online Shopping Inclination Based on Personality Characteristics: HEXACO Traits Model Abstract Intoduction: Personality traits have been always one of the most important predictors of consumer behavior, especially shopping-related behaviors so this study with aim of predicting online shopping inclination based on personality characteristics.

This research was a discriptive correlational. The statistical population was all 18-year-olds who lived in Karaj city and among them (50 females - 50 males) selected by convenience sampling method.and answered to online shopping inclination scale and HEXACO personality questionnaire, then the collected Data were analyzed by Pearson's correlation and multivariate regression method.

The results showed that extroversion and openness to experience, had positive significant relationship with online shopping inclination and other traits had not significant relationship with online shopping inclination. Also, the results of multivariate regression analysis showed that extroversion and openness to experience can predict a total of 27% of online shopping inclination variances (P≤0.01).

Regarding the relationship between personality traits and online shopping inclination, it is suggested that strategies tailored to personality traits be used for attracting online customers and increasing their willingness for shopping.