The Effecting Factors of Personality Trait and Shopping Attribute on Purchase Intention: A Case Study of PinDuoDuo e-Commerce in China

Abstract

Purpose –The purpose of the study was to discuss the effects of emotional trust, personality traits, functional value, and cognitive involvement on purchase intention. Design/Approach/Methodology - This study used three frameworks from previous studies to create a new conceptual framework. This study explores the factors that influence purchase intention through a data analysis approach. Findings – This study provides the factors that influence purchase intention. Our study is about the relationship between emotional trust, personality traits, cognitive involvement, functional value, and consumer purchase intention. Research Limitations/Implications –There are several limitations in investigating the factors that affect consumers' purchase intention to influence purchase intention. Due to the paucity of previous studies on this topic and the fact that previous studies were used for specific purposes. This, combined with the current epidemic of the new coronavirus, led to limitations in the data we collected. Originality/value - This study will examine and derive the important influencing variables that affect purchase intention.