Research on influencing mechanism of big five personality traits on customers online purchase intention: a mediating role of trust

This study aims to examine the direct association between the big five personality traits and customers' online purchase intention. Further, we also explore the mediating role of trust. Data were collected from 278 online customers in Pakistan through a self-administered questionnaire. Partial-least square based structural equation modelling was employed to test the hypotheses. Findings show that the big five personality traits, both directly...