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http://dx.doi.org/10.14400/JDC.2016.14.1.91

The Effect of Psychological Disposition on Omni-Channel Shopping in the Age of Digital Convergence: Focusing on Extraversion-Introversion and Variety-Seeking Tendency  

Min, Dongwon (Dept. of Business Administration, Dankook University)
Publication Information
Journal of Digital Convergence / v.14, no.1, 2016 , pp. 91-97 More about this Journal
Abstract
The technological environment is rapidly affecting the way of shopping. When consumers go about retail activities, they not only use a single channel (e.g., traditional stores, mobile) but also combine different channels. This research focuses on the factors which influence the favorableness toward omni-channel shopping. Specifically, this paper investigates the effect of extraversion-introversion on the omni-channel shopping favorableness. Moreover, the effect of variety-seeking tendency is examined as a mediator. The results of an experiment using PROCESS program find that when participants are more extravert, they show greater favorableness toward omni-channel shopping and variety-seeking tendency mediates the effect of extraversion-introversion. Based on the findings, this research proposes managerial implications and several directions for further research.
Keywords
Omni-channel shopping; Extraversion; Introversion; Variety-seeking tendency; Online; Mobile;
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Times Cited By KSCI : 3  (Citation Analysis)
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