Khan

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					Consumer Personality and Research Methods 2005 Conference
Dubrovnik, Croatia, September 20-24, 2005
http://www.cpr2005.info

Abstract


Conceptual and methodological issues: Consumer personality, source credibility, and online shopping

Sajid Khan
Cardiff University, UK
Khans4@cardiff.ac.uk

Keywords:
consumer personality, source credibility, perceived risk, online shopping, methodology

Type of contribution:
Talk / Paper presentation

Abstract:
The marketing and social persuasion literature contains an abundance of research on various aspects of the three constructs of
source credibility, consumer personality traits, and shopping channels, but very few researchers have conceptually and
methodologically examined these constructs jointly. Still fewer have studied any of the three constructs in the context of
online shopping. Almost no studies have used representative shoppers as participants, preferring to use students, whose actual
shopping experiences and habits are unknown. This article develops a conceptual model for exploring the linkages among
these three constructs in the case of a representative sample of those UK non-conventional shoppers who have known
experience of and loyalty to online shopping (Internet or TV). It develops propositions about how the above constructs may
be related to consumers' self-reported perceptions of risk. Besides this, the article also attempts to identify relevant literatures
on source credibility, perceived risk, consumer personality, and the home shopping medium. I conclude by raising some
questions and defining research approach to the issue of measuring the dimensionalities of perceived source credibility (such as
trustworthiness, attractiveness, and believability) and perceived risk (such as social, psychological, time, and performance)
whilst utilising inter-individual differences of habitual shoppers.

				
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posted:11/19/2011
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