Study of correlation between online buyer’s digital quotient and key factors influencing eCommerce.

Abstract

eCommerce is a key pillar for the digitalization of socio-economic ecosystem. Online buyers cut across geographies, demographics and markets. The brisk growth of eCommerce has witnessed disproportionate investments in user adoption models by leveraging TAM, online platform features and promotional offerings. However, the influence of end buyer’s personality traits towards eCommerce is limited to Big 5 personality traits which falls short as it refers to generations prior to digital age. Earlier research by author had conceptualized a framework termed “UCCCEEE” which signify seven personality traits manifesting digital quotient (DQ) measure of an individual. This paper builds further by researching specifics of its impact on online buying behavior by administering a psychometric test of Cronbach alpha of 0.7962 while also seeking information on their recent eCommerce experiences over key 10 factors seen critical in the literature surveys. The analysis used Pearson’s coefficient (r) between findings of these test / surveys and observes that traits of efficient, updated, epicurean, connected and experimentative (in same sequence) display high “r” between DQ & online purchasing. The combination of various traits has significant moderating influence. The findings may help marketers build communication towards higher conversion ratios.