Examining the Influence of Personality Traits on Online Apparel Purchasing Behaviour

Abstract

Online shopping has changed how consumers choose and purchase apparel, yet consumers do not all respond to online shopping in the same way. This study examines whether differences in personality help explain these variations. Using the Big Five personality traits, data were collected from 262 internet users in Pakistan through a structured questionnaire. The results show that all five personality traits were significantly associated with online apparel buying behaviour at the correlation level. However, when the traits were considered together, only neuroticism showed a significant individual effect. The findings add to existing research by examining personality and online buying within the specific context of apparel consumption and highlight the importance of considering individual psychological differences when understanding online shopping behaviour.

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