Self-Consciousness and Healthy Personality in Online Shopping Behavior

Jesús Manuel López-Bonilla; Luis Miguel López-Bonilla; Borja Sanz-Altamira

doi:10.20944/preprints201809.0610.v1

Preprint Article Version 1 Preserved in Portico This version is not peer-reviewed

Version 1 : Received: 30 September 2018 / Approved: 30 September 2018 / Online: 30 September 2018 (11:31:50 CEST)

Self-consciousness can be considered as the internal disposition to direct attention to oneself. This dispositional tendency can be focused on private aspects of the self, but also on public characteristics of the individual. We examine self-consciousness in online consumer behavior. This concept has been poorly investigated in consumer research. The main objective of this paper is to analyze the influence of the dimensions of self-consciousness in consumer adoption of online shopping. This study is based on a sample of 725 Spanish undergraduates. Results indicated that public self-consciousness is a significant predictor of the adoption of online shopping.

self-consciousness; online shopping behavior; technology acceptance model (TAM)

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Self-Consciousness and Healthy Personality in Online Shopping Behavior

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