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- Title
Modelo 3M de Motivação e Personalidade Aplicado ao Comportamento de Compra Online.
- Authors
Chiabai Bento, Fernando; Janes Carneiro, Teresa Cristina; Luis de Moura, Ralf
- Abstract
Adopting the Motivation and Personality Model (3M) proposed by Mowen (2000) as theoretical foundation, this study examines personality traits as antecedents of online buying behavior. Data was collected through a survey with 768 e-consumers. The Structural Equation Modeling technique (SEM) tested the hypotheses proposed. The results show that the 3M Model applies to the investigated context, contributing to the explanatory power of the online buying intention. Situational traits on enjoy buying, perceived risk and value consciousness impacted the online buying intention. The study shows that online buying intention is influenced by traits associated with utilitarian and hedonic motivations.
- Subjects
STRUCTURAL equation modeling; PERSONALITY &; motivation; VALUE at risk; PERSONALITY studies
- Publication
REUNIR: Revista de Administração, Contabilidade e Sustentabilidade, 2018, Vol 8, Issue 2, p65
- ISSN
2237-3667
- Publication type
Article
- DOI
10.18696/reunir.v8i2.827