From Zooming to Checkout: Understanding How Personality Characteristics Affect Online Shopping During Zooming

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dc.contributor.advisorHermans, M.
dc.contributor.authorSnuiverink, Anne-Sophie
dc.date.issued2024-07-05
dc.description.abstractThis study investigates the dynamics between Zooming, online spending behaviors, and the moderating influence of the Big Five personality characteristics. Amidst the COVID-19 pandemic, the widespread adoption of Zooming has reshaped professional and social interactions. Investigating two modes of Zooming - for work/study and social purposes - the study explores their impact on online spending behavior. Guided by theoretical frameworks of fluency theory and cognitive depletion, hypotheses propose that hours spent Zooming for work/study would negatively correlate with online spending due to cognitive fatigue, while social Zooming would positively correlate with spending due to increased digital fluency. Utilizing an online survey and multiple regression techniques for analysis, results unveil a significant positive relationship between hours spent in online meetings for both work/study and social purposes and online spending. Personality characteristics variably influence these relationships: extraversion moderates the work/study Zooming-spending relationship, while neuroticism moderates it for social purposes. Openness and conscientiousness show no significant moderation, while agreeableness trends towards significance for social Zooming. These findings illuminate the complicated interplay between individual characteristics, online behavior, and consumer spending patterns, offering valuable implications for businesses seeking to optimize their marketing strategies and enhance the digital shopping experience.
dc.identifier.urihttps://theses.ubn.ru.nl/handle/123456789/17890
dc.language.isoen
dc.thesis.facultyFaculteit der Managementwetenschappen
dc.thesis.specialisationspecialisations::Faculteit der Managementwetenschappen::Master Business Administration::Marketing
dc.thesis.studyprogrammestudyprogrammes::Faculteit der Managementwetenschappen::Master Business Administration
dc.thesis.typeMaster
dc.titleFrom Zooming to Checkout: Understanding How Personality Characteristics Affect Online Shopping During Zooming
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