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The Effect of Personality Traits and Gender Roles on Consumer Channel Choices

In: Innovation Through Information Systems

Author

Listed:
  • Dennis Hummel

    (Karlsruhe Institute of Technology (KIT))

  • Tobias Vogel

    (University of Mannheim)

  • Alexander Maedche

    (Karlsruhe Institute of Technology (KIT))

Abstract

With the rise of new technologies, consumers have gained new ways of purchasing goods and services through digital channels. A variety of determinants of channel choices have been assessed in previous studies. Still, the role of the individual consumer characteristics (i.e. personality traits and gender roles) in channel choices remains particularly unclear. Yet, better understanding their role would be beneficial to increase the use of digital channels. In this study, we extend an existing decision-making model by adding individual consumer characteristics as antecedents of the model. We test the proposed hypothesis by analyzing data collected in a lab experiment. We find that certain personality traits and gender roles have a significant effect in the extended model of channel choices. Practitioners can use this knowledge to adapt digital channels to their target groups by addressing personality-specific concerns or motivators.

Suggested Citation

  • Dennis Hummel & Tobias Vogel & Alexander Maedche, 2021. "The Effect of Personality Traits and Gender Roles on Consumer Channel Choices," Lecture Notes in Information Systems and Organization, in: Frederik Ahlemann & Reinhard Schütte & Stefan Stieglitz (ed.), Innovation Through Information Systems, pages 147-163, Springer.
    • Handle: RePEc:spr:lnichp:978-3-030-86790-4_12
    DOI: 10.1007/978-3-030-86790-4_12
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