The impact of introversion/extroversion on online shopping intention (Case study: Computer and cell phone accessories)

In today's world, science and technology are constantly making progress. Most tasks are now computerized and are carried out using modern technologies. Recently, online stores have soared in popularity, with new ones appearing every day. Such stores provide numerous advantages for merchants and offer better service compared to their physical counterparts. However, quality of service is not the only reason some individuals tend to choose one over the other; this decision may be influenced by a number of other factors. This paper examines the impact of personality, more specifically introversion/extraversion, on online shopping tendencies. The population of the study includes graduate students at the University of Isfahan. A random sample of 92 individuals was drawn. The results indicate that perceived value of online stores has an eighty percent impact on the intention of introverted and extroverted individuals to engage in online shopping. Therefore, in order to encourage individuals to make more online purchases and increase profitability, online store owners need to promote perceived value.