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Omonedo, Emmanuel Chibueze and Covenant University, Theses (2023) INVESTIGATION OF THE IMPACT OF PERSUASIVE DESIGN STRATEGIES AND PERSONALITY TRAITS ON ONLINE BUYING BEHAVIOUR. Masters thesis, Covenant University Ota.

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One of the main issues e-commerce websites encounter presently is persuading customers into becoming satisfied and returning customers. This has been a major issue faced by the most successful e-commerce platforms. This study explores the effect of persuasive strategies and user personality traits as it leads to effective online buying behaviours. To achieve this objective, three e-commerce websites were investigated to examine the persuasive strategies that are enacted on the platforms. A model of e-commerce adoption was also developed by integrating constructs from persuasive design strategies, personality traits, online buying behaviour and technology acceptance model. To test the model, survey was used to collect samples of data from 305 online shoppers in order to determine the relevant persuasive strategies and personality traits that leads to effective buying behaviours and e-commerce acceptance. The partial least square structural equation modelling was used to analyse the data in order to determine the various relationships that exists between the various constructs and how these constructs influence each other. The results of the structural model show that the persuasive strategies of the primary task support which consists of reduction and simulation and the reminder technique of the dialogue support will influence e-commerce shoppers in various ways in relation to how the strategies are implemented and how customers respond to these strategies. The perceived usefulness and perceived ease of use of the TAM constructs were significant in determining how customers perceive and use the e-commerce platforms in relation to the various persuasive strategies which leads to complex buying, variety seeking buying and impulse buying behaviours. These buying behaviours are influenced by customers extraversion, conscientiousness and openness to experience personality traits which are effective personality traits that determine buying behaviours. These results show that e-commerce designers should tailor their website design to meet these relevant features in order to drive sales and promote profit on their platforms.

Item Type: Thesis (Masters)
Subjects: Q Science > Q Science (General)
Q Science > QA Mathematics > QA75 Electronic computers. Computer science
Divisions: Faculty of Engineering, Science and Mathematics > School of Electronics and Computer Science
Depositing User: nwokealisi
Date Deposited: 05 Jul 2023 13:39
Last Modified: 05 Jul 2023 13:39

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