International Journal of Science, Engineering and TechnologyAuthors: Muhammed Muntaqheem G, Dr. J K Raju
Abstract: The exponential growth of e-commerce has fundamentally transformed consumer purchasing Behaviour, particularly in the mobile phone segment. While technological and economic factors have been widely studied, limited empirical research has examined the role of individual personality traits in shaping online purchase decisions, particularly in emerging urban markets. This study investigates the influence of Big Five personality traits on online consumer buying decisions for mobile phones, using primary data collected from 200 respondents in Davangere city, Karnataka. A structured questionnaire was administered, and data were analysed using Structural Equation Modelling (SEM) with Smart PLS. The results reveal that Openness (β = 0.32), Conscientiousness (β = 0.29), and Extraversion (β = 0.23) significantly and positively influence online buying decisions. Conversely, Neuroticism exhibits a negative but statistically insignificant relationship. The structural model explains 61% of the variance in online buying decisions.
DOI: https://doi.org/10.5281/zenodo.20323334
