Sensitivity Analysis of Attitudes, Perceptions of Presence, and Personality Characteristics toward Virtual Merchandising

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Sensitivity Analysis of Attitudes, Perceptions of Presence, and Personality Characteristics toward Virtual Merchandising

March 8, 2021 Education and Social Studies 0

This study looked into the idea that one’s personality characteristics influence one’s attitude toward shopping in a virtual world. The aim of this paper was to investigate the relationship between an individual’s perception of presence and their attitudes toward virtual shopping in a virtual merchandising world. The theoretical paradigm was symbolic interactionism, and four of the Big Five personality traits were used: 1) openness, 2) conscientiousness, 3) extraversion, and 4) neuroticism. It also looked into whether a person’s personality influenced their attitude toward virtual shopping, as well as the connection between physical presence and attitudes toward online shopping. The research was carried out among undergraduates enrolled in a university in Michigan’s Apparel Textiles and Merchandising Program. According to the findings, there is a connection between a person’s perception of presence and their willingness to make purchases in an online shopping environment, as well as their overall satisfaction with shopping in general. a setting like this Neuroticism and extroversion, two personality traits from the Big Five personality system, were found to moderate these relationships. Although the findings indicated that one’s personality traits influence one’s attitude toward shopping in a virtual world, it is important to research the change in attitude as traditional brick and mortar stores fade away.

Author (s) Details

Dr. Julie Becker
Eastern Michigan University, Ypsilanti, USA.

Dr. Al Bellamy
Eastern Michigan University, Ypsilanti, USA.

View Book :-  https://stm.bookpi.org/NHESS-V9/issue/view/52

 

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