Designing and explaining the model of online shopping behavior of fast consumer products with low involvement by considering the personality factors of customers

The purpose of this study is to identify and investigate the effect of customers' personality traits on online shopping. The research method is survey and is of applied and descriptive type. The statistical population of the study was citizens over 18 years of age in Tehran, which based on calculations, the sample size was 385.The statistical results of the descriptive section described the demographic variables using the frequency and percentage of frequency, mean and standard deviation and the inferential section, factor extraction was done by exploratory analysis, the validity and reliability of the questionnaire was evaluated by confirmatory factor analysis, relationships between variables Pearson correlation test and research model were tested using structural equation modeling technique. The results of the research in the first stage of exploratory factor analysis were performed on 60 questions of online emotional shopping questionnaire that the factors: product characteristics, price and discount characteristics, distribution characteristics, website characteristics were identified as factors affecting online emotional shopping. In the second stage, the effect of these factors on online emotional shopping was investigated. The results show that extraversion and neuroticism have a positive effect, conscientiousness and adaptation have a negative effect on emotional shopping online.