%0 Journal Article
%T Personality's Influence on the Relationship between Online Word-of-mouth and Consumers' Trust in Shopping Website
%A Hui Chen
%J Journal of Software
%D 2011
%I Academy Publisher
%R 10.4304/jsw.6.2.265-272
%X 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.
%K online word-of-mouth
%K Trust
%K Personality
%U http://ojs.academypublisher.com/index.php/jsw/article/view/2892