Original paper

Four generational cohorts and hedonic m-shopping: association between personality traits and purchase intention

Volume: 21, Issue: 2, Pages: 545 - 570
Published: Sep 22, 2019
Abstract
In retailing, it is recognized that prominent differences exist between generational cohorts. As such, analysis of varying patterns of personality traits and their effects between generations is essential for understanding consumer behaviors. This research focuses on the association between the Big Five personality traits and m-shopping intentions of hedonic products among four generational cohorts: baby boomers and Generations X, Y, and Z....
Paper Details
Title
Four generational cohorts and hedonic m-shopping: association between personality traits and purchase intention
Published Date
Sep 22, 2019
Volume
21
Issue
2
Pages
545 - 570
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