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Investigating the Success of OGB in China: The Influence of Personality Traits

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  • Mohammad Alamgir Hossain

    (RMIT University)

  • Shams Rahman

    (RMIT University)

Abstract

Online group buying (OGB) is one of the latest types of e-commerce to find success in China. Many OGB businesses join the marketplace in China every month, creating tremendous competition. In order to understand the success factors, this study uses information systems success models and incorporates personality traits. We collected data from 408 OGB customers and found support for the model, with most variables being significant. Among the five major personality traits, extroversion, agreeableness, and conscientiousness directly impact actual purchase behaviour of Chinese OGB customers whereas neuroticism and openness to experience have no effect.

Suggested Citation

  • Mohammad Alamgir Hossain & Shams Rahman, 2021. "Investigating the Success of OGB in China: The Influence of Personality Traits," Information Systems Frontiers, Springer, vol. 23(3), pages 543-559, June.
    • Handle: RePEc:spr:infosf:v:23:y:2021:i:3:d:10.1007_s10796-019-09968-0
    DOI: 10.1007/s10796-019-09968-0
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    References listed on IDEAS

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    Cited by:

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    3. Šneiderienė Agnė & Beniušis Antanas, 2022. "Factors Influencing the Decision-Making of Users of Lithuanian E-Commerce Platforms," Management Theory and Studies for Rural Business and Infrastructure Development, Sciendo, vol. 44(1), pages 72-83, March.

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