Journal Press India^®

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This paper aims at identifying and evaluating factors and the major influences affecting the psyche and personality of an e-shopper. The study uses primary data with respondents mainly from the city of Kolkata to explore an extensive variety of personality traits which focus upon the various mental, physical, emotional, social and other aspects of a human being’s personality to achieve extensive knowledge of how these traits combine to affect the choices while shopping online. An Online Shopping Perception Index (OSPI) is constructed to gauge the perception of the respondents towards online shopping. A multivariable linear regression analysis is also performed to determine the factors that influence the OSPI of the respondents. Variables like age, household size and type, marital status, perception of websites has an impact on the behavioural characteristics and shapes the opinion of the respondents.  The innovativeness and desire to stand apart along with the preference of online shopping over more conventional methods are the most important characteristics in determining the personality of an online shopper.

Keywords

E- personality; Online shopper; Online shopping perception index; Principal component analysis.

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