Personality and Demographic Characteristics Influence on Consumers’ Social Commerce Preference

With the rapid growth in the number of people using social networking sites, businesses are attempting to engage their customers by establishing social commerce websites, which provide customers with a new shopping experience. This new commerce channel allows customers to share their experience and attain information from other customers. Nevertheless, not all consumers are ready to engage in this type of shopping. Whether customers will adopt this new shopping avenue may depend on their personality types and demographic characteristics. Based on the Myers–Briggs Type Indicator (MBTI), this study investigates whether consumers' preferences on social commerce are influenced by their personalities and demographic characteristics. The findings reveal a significant difference between the personality types of judging and perceiving. Desirable features as well as factors that encourage and discourage customers from using social commerce websites are also identified. Implications for the social commerce research field and practical applications are also discussed.