Preference to Use Aggregators Rather than Individual Deal Sites: Impact of Big Five Inventory Personality Traits
نویسندگان
چکیده
Deal sites are widely used for some time and there is a growing body of knowledge on them. There exists literature on infomediaries. But there is a gap when it comes to infomediaties focused on deal sites, i.e. aggregators of deal site offers. The research focused on impact of Big Five Inventory personality traits on whether respondents prefer visiting individual deal sites, or aggregators, or they do not have any preference and visit both. Gender was used as a control variable. With regards, to the results, conscientiousness agreeableness, and openness to experience influence the preference. Higher the values of all three variables, more likely it is that a person prefers aggregators.
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