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The purpose of the study is to assess if there will be a difference in attitudes toward websites with varying degrees of interactivity and if the Five Factor Model (FFM) personality traits influence this relationship. Five experiential websites were designed where a picture of each was included in an online survey developed to measure purchase intention on the website, intention to revisit, attitude ands shopping value towards the website, and the personality of the participant. The findings suggest there is a significant difference in the perceptions of the websites and personality traits do exert influence on online experiential retail preferences. Online female shoppers that score higher on agreeableness, conscientiousness, and openness prefer highly interactive websites compared to those who score higher on extroversion and neuroticism.

An Assessment of Experiential E-Commerce Apparel Websites and Psychological Personality Traits among Females