Abstract
In this study the relationships among personality traits, harmonious passion, obsessive passion, compulsive buying behavior, and online shopping dependency are examined. An empirical survey of 403 student respondents from a Taiwanese university was conducted. Results show that both harmonious passion and obsessive passion can lead to online shopping dependency; passion is related to compulsive buying behavior; compulsive buyers are more online-shopping-dependent than other consumers. It was also found that three personality traits – openness to experience, agreeableness and conscientiousness – can lead individuals to develop a passion for online shopping activities. These findings may be useful for discussing the influence of personality traits on online shopping activities.
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