Human Behavior in Online Auction and Personality Influence

IF 0.8 Q3 INFORMATION SCIENCE & LIBRARY SCIENCE

International Journal of E-Adoption Pub Date : 2022-01-01 DOI:10.4018/ijea.306240

Yi-Fen Chen, Chia-Wen Tsai, Chang-Lung Hsieh, Hsin-Sheng Chang

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引用次数: 1

Abstract

This study conducts a questionnaire survey on cell phone online we can see the motivation of buyers who purchase phone online. And this study looks insight into the impact of conformity motive driven by the different personal characteristics upon the conformity behavior through online auctions. What makes internet worth discussing is the anonymity of online users .And the purposes of the study attempt conformity pattern of online decision making as well as personality influence and to discuss the factors and motivations influencing conformity, and to provide suggestions that help online marketers exploit the power of crowds to promote online sales. The result shows that persons with high Neuroticism, Agreeableness, Conscientiousness scores love to follow other people’s step and are easily affected by ratings on online auction. Nevertheless, persons with high Extroversion, Openness scores are less susceptible to online conformity and always make decision for their own needs. One may deeply see that personalities play important roles on behavior pattern upon online decision making.

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网络拍卖中的人类行为与人格影响

本研究对网上手机进行了问卷调查，可以看到网上购买手机的买家的动机。本研究通过网络拍卖的方式，深入探讨了不同个人特征驱动下的从众动机对从众行为的影响。网络值得讨论的是网络用户的匿名性。本研究的目的是尝试网络决策的从众模式和个性影响，并探讨影响从众的因素和动机，为网络营销人员利用群体的力量促进网络销售提供建议。结果表明，神经质、宜人性、尽责性得分高的人喜欢跟随别人的脚步，容易受到网上拍卖评分的影响。然而，外向性、开放性得分高的人不太容易受到网络从众的影响，他们总是根据自己的需要做决定。人们可以深刻地看到，个性在网络决策的行为模式中起着重要的作用。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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International Journal of E-Adoption INFORMATION SCIENCE & LIBRARY SCIENCE-

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