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The Effect of Psychological Disposition on Omni-Channel Shopping in the Age of Digital Convergence: Focusing on Extraversion-Introversion and Variety-Seeking Tendency
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  • Journal title : Journal of Digital Convergence
  • Volume 14, Issue 1,  2016, pp.91-97
  • Publisher : The Society of Digital Policy and Management
  • DOI : 10.14400/JDC.2016.14.1.91
 Title & Authors
The Effect of Psychological Disposition on Omni-Channel Shopping in the Age of Digital Convergence: Focusing on Extraversion-Introversion and Variety-Seeking Tendency
Min, Dongwon;
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The technological environment is rapidly affecting the way of shopping. When consumers go about retail activities, they not only use a single channel (e.g., traditional stores, mobile) but also combine different channels. This research focuses on the factors which influence the favorableness toward omni-channel shopping. Specifically, this paper investigates the effect of extraversion-introversion on the omni-channel shopping favorableness. Moreover, the effect of variety-seeking tendency is examined as a mediator. The results of an experiment using PROCESS program find that when participants are more extravert, they show greater favorableness toward omni-channel shopping and variety-seeking tendency mediates the effect of extraversion-introversion. Based on the findings, this research proposes managerial implications and several directions for further research.
Omni-channel shopping;Extraversion;Introversion;Variety-seeking tendency;Online;Mobile;
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