Can Internet Shoppers Be Described by Personality Traits?
http://www.surl.org/usabilitynews/51/personality.asp

Copas, Gina M.
Usability News
2003

Abstract:

Personality traits are used to describe the strong consistencies that people demonstrate in their behavior across time and situations. People display behaviors that fall into a continuum of trait extremes. This behavior can be malleable to the situation such as the differences in behaviors across various shopping venues. For example, while consumers may not hesitate to give their credit card to a cashier or give personal or credit card information over the phone, research has shown that many consumers are concerned with online security. Therefore, this study explores Internet purchasing behaviors and the following personality traits: Vigilance and Openness to Change.