Human Behavior in Online Auction and Personality Influence

Abstract

This study conducts a questionnaire survey on cell phone online we can see the motivation of buyers who purchase phone online. And this study looks insight into the impact of conformity motive driven by the different personal characteristics upon the conformity behavior through online auctions. What makes internet worth discussing is the anonymity of online users .And the purposes of the study attempt conformity pattern of online decision making as well as personality influence and to discuss the factors and motivations influencing conformity, and to provide suggestions that help online marketers exploit the power of crowds to promote online sales. The result shows that persons with high Neuroticism, Agreeableness, Conscientiousness scores love to follow other people’s step and are easily affected by ratings on online auction. Nevertheless, persons with high Extroversion, Openness scores are less susceptible to online conformity and always make decision for their own needs. One may deeply see that personalities play important roles on behavior pattern upon online decision making.