ABSTRACT

With the rapid growth in the number of people using social networking sites, businesses are attempting to engage their customers by establishing social commerce websites, which provide customers with a new shopping experience. This new commerce channel allows customers to share their experience and attain information from other customers. Nevertheless, not all consumers are ready to engage in this type of shopping. Whether customers will adopt this new shopping avenue may depend on their personality types and demographic characteristics. Based on the Myers–Briggs Type Indicator (MBTI), this study investigates whether consumers’ preferences on social commerce are influenced by their personalities and demographic characteristics. The findings reveal a significant difference between the personality types of judging and perceiving. Desirable features as well as factors that encourage and discourage customers from using social commerce websites are also identified. Implications for the social commerce research field and practical applications are also discussed.

摘要

随着使用社交网站的人数快速增长，企业正试图通过建立社交商务网站来吸引客户，为客户提供全新的购物体验。这个新的商业渠道允许客户分享他们的经验并从其他客户那里获得信息。然而，并非所有消费者都准备好参与这种类型的购物。客户是否会采用这种新的购物方式可能取决于他们的性格类型和人口统计特征。本研究基于 Myers-Briggs 类型指标 (MBTI)，调查消费者对社交商务的偏好是否受其个性和人口特征的影响。研究结果揭示了判断和感知的人格类型之间存在显着差异。还确定了鼓励和阻止客户使用社交商务网站的理想功能以及因素。还讨论了对社交商务研究领域和实际应用的影响。