Phang, Shiau Fen and Lee, Zhi Wen and Nabilah, Mohd Yusoff (2019) Gender differences in impulsivity of e-commerce online purchase intention among UTAR students: conscientiousness, negative emotionality and extraversion as covariates. Final Year Project, UTAR.
Abstract
Previous research has shown that there were less studies between genders differences in impulsivity of online shopping purchase intention, most of the researches conducted in Western countries but not Eastern country (i.e. Malaysia). The objective of current study is to examine gender differences in impulsivity when extraversion, conscientiousness, and negative emotionality were controlled for among Chinese university students. 86 participants from one private university in Malaysia participated in this study. Purposive sampling method was used. Online survey and experimental method were used to conduct this study. The results demonstrated that there is significant difference between gender and time taken but not number of purchase unplanned items; results also revealed there is significant difference between gender and time taken when three covariates were controlled for and not controlled for. The underlying factor could be the three personality traits were not strong covariates that affect the relationship between gender and time taken. Future research might need to take into consideration to use time taken as one of the supporting measurements for impulsivity. From this research, marketers can focus on customers’ needs and develop their own strategies to boost the sales.
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