Abstract: The rapid growth of internet in last two and half decades has provided a vast scope for research activities related to internet. One of the areas of research is e-commerce. As one of the marketing channels, e-commerce can be used to display product information as well as to do the transactions. Internet buying/e-commerce has a global reach and several corporations count on global markets for expansion and growth. However consumers in different countries exhibit different behavior while buying on internet because of the cultural differences. Thus, though there are several studies done in foreign countries on e-buying behavior, they can not be extended to India. The researcher therefore planned to do a doctoral study of e-buying behavior in India. As a part of this study this paper examines effect of some personality traits of the internet users in Maharashtra state in India on their intention to transact on line (ITOL). The results show that three traits namely Web-adventurism, e-buy history, and risk averseness affect the ITOL of the internet user in that order. Risk averseness affects ITOL negatively. The demographics (Age, Years of service, Income) and exposure (education, foreign travel) do not affect ITOL significantly. The paper then discusses the contribution and limitations of the study.
Keywords: B2C Marketing, E-buying behavior, Electronic commerce, E-store, Internet, Internet marketing, Risk averseness.
Title: Effect of Personality Traits on Intention to Transact on Line - An Empirical Study
Author: Machhindranath R. Koshti
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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