Personality, Satisfaction, and Customer Citizenship Behaviors in an Online Shopping Context

Abstract

This study investigates the relationship between personality traits, shopper satisfaction and customer citizenship behaviors in an online shopping environment. Results suggest that e-shoppers with the personality trait of agreeableness are more likely to respond positively to an e-shopping experience. E-shopper extraversion was also found to contribute to explained variance in all three dimensions of e-customer citizenship behaviors — recommendation, helping, and service firm facilitation.