Abstract
The Internet is the most important tool for online shopping. Online shopping in India is growing at an exponential rate and the trend is expected to continue in the years to come. The current research was undertaken to understand the personality traits of young online shoppers. There is a need to develop appropriate scales for measuring the traits which are dominant, and hence applicable in the Indian context. As part of the review of previous literature as well as exploratory studies conducted by various experts in the field, the author developed a pool of items related to the e-personality traits of the online shoppers. Using exploratory factor analysis (EFA), confirmatory factor analysis (CFA), reliability and validity of the scale were confirmed. A four-factor scale consisting of innovativeness, need for uniqueness, novelty seeking behaviour and opinion leadership was developed. This study is the first step towards identifying factors that influence the young Indian online shopper’s personality or e-profile.
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