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Personality's Influence on the Relationship between Online Word-of-mouth and Consumers' Trust in Shopping Website

DOI: 10.4304/jsw.6.2.265-272

Keywords: online word-of-mouth , Trust , Personality

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This paper did a survey on 162 college students, with an aim to find out the role of consumers’ personality in their trust in the website as far as the online word-of-mouth is concerned. All the data collected are analyzed by SPSS 15.0 and LISREL. It shows that there is a significant difference between the introverted consumers and the extroverted consumers viewing their attitude towards online word-of-mouth. When the online word-of-mouth is affecting the consumers’ trust in shopping websites, the introverted and extroverted influence exist difference.


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