Online Consumer’s Shopping Motives of Personality and Shopping Values in the Lodging Industries

Abstract

This study aims to explore and better understand how consumers’ eshopping motives relate to consumer behavior in online environment. The current study considers consumers’ e-shopping motives as personal motives general goals that induce people to shop. This study proposes the more general shopping motives as shopping values (i.e., utilitarian shopping values, hedonic shopping values, and social engagement shopping values), whereas the other personal motives regards personality. The present paper suggests that value orientation of consumers in Web sites would consequently affect customer loyalty such as revisit intention and intention to Word-of-Mouth via esatisfaction. In addition, the research investigates the moderating effect of consumer’s personality between consumer’s shopping values and consumers’ esatisfaction in Web sites.