The Influence of Big Five Personality Traits and Technology Readiness on the Intention to Use an E-commerce Application: A Theoretical Review

Abstract

This study proposes a conceptual framework to examine the effects of five personality traits and technology readiness (TR) on the intention to use an e-commerce application. This article presents a comprehensive analysis of the current literature on e-commerce and purchase intent. It also includes a review of personality theory, acceptance theory, and TR. Using subjective fact-finding, this study proposes a conceptual framework that establishes a connection between these factors. The results indicate that there is the integration of the Big Five personality traits (openness, conscientiousness, extraversion, agreeableness, and neuroticism) and the four dimensions of TR (discomfort, innovation, optimism, and insecurity) and their impact on purchase intent of e-commerce applications and thus underlining the realization of the Technology Readiness and Acceptance Model (TRAM). Most previous studies focused on the external factors affecting the intention to use e-commerce applications, and the remaining internal factors constitute a scientific gap. Therefore, researchers are encouraged further to test the proposals for the generalizability of the findings. This article includes the psychological impacts that benefit e-commerce companies on customers’ usage of e-commerce applications, facilitating the development of services based on customer demands to enhance the dynamics of commerce in society. The social effects of this study are characterized by the discovery of personalities that are more inclined to use e-commerce and the importance of this commercial field for entrepreneurs to market their products and services well. The study expands the literature by increasing our understanding of personality in adopting e-commerce applications.