<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>The study aims to examine the issue of the relationship between Emotional stability, one of the fundamental personality determinants, and users’ Risk Averseness, on the one hand, and user behavior in the field of e-Commerce, on the other hand. In the beginning, a brief overview of today’s primary benchmark for the measurement of human personality – the Big Five Model is proposed. A study with 226 participants has been conducted for the aim of the research, based on the TIPI test. The TIPI test is a validated and abridged version of the Five-Factor model. The result of the conducted survey confirms the existence of significant relationships between personality determinant Emotional stability and consumer’s Risk awareness, on one side, and some of the observed main functionalities of the online stores, on the other side. Two regression models of the field of Machine Learning (Linear Regression and Random Forest) have been implemented to make a reliable forecast about the user’s preferences in the process of online shopping. The conclusions made rely on the obtained results and analysis.</p>
</abstract>

The study aims to examine the issue of the relationship between Emotional stability, one of the fundamental personality determinants, and users’ Risk Averseness, on the one hand, and user behavior in the field of e-Commerce, on the other hand. In the beginning, a brief overview of today’s primary benchmark for the measurement of human personality – the Big Five Model is proposed. A study with 226 participants has been conducted for the aim of the research, based on the TIPI test. The TIPI test is a validated and abridged version of the Five-Factor model. The result of the conducted survey confirms the existence of significant relationships between personality determinant Emotional stability and consumer’s Risk awareness, on one side, and some of the observed main functionalities of the online stores, on the other side. Two regression models of the field of Machine Learning (Linear Regression and Random Forest) have been implemented to make a reliable forecast about the user’s preferences in the process of online shopping. The conclusions made rely on the obtained results and analysis.

Risk Averseness and Emotional Stability in e-Commerce

Cybernetics and Information Technologies

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

{"article-title":"Risk Averseness and Emotional Stability in e-Commerce"}

The study aims to examine the issue of the relationship between Emotional stability, one of the fundamental personality determinants, and users’ Risk...

Risk Averseness and Emotional Stability in e-Commerce

Online veröffentlicht: 07. Dez. 2021

Seitenbereich: 73 - 84

Eingereicht: 12. Feb. 2021

Akzeptiert: 14. Mai 2021

DOI: https://doi.org/10.2478/cait-2021-0030

Schlüsselwörter
Personality, emotional stability, risk averseness, TIPI, machine learning, e-Commerce, consumer behavior

© 2021 Ivan Popchev et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Risk Averseness and Emotional Stability in e-Commerce

Online veröffentlicht: 07. Dez. 2021

Seitenbereich: 73 - 84

Eingereicht: 12. Feb. 2021

Akzeptiert: 14. Mai 2021

DOI: https://doi.org/10.2478/cait-2021-0030

SchlüsselwörterPersonality, emotional stability, risk averseness, TIPI, machine learning, e-Commerce, consumer behavior

© 2021 Ivan Popchev et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Schlüsselwörter
Personality, emotional stability, risk averseness, TIPI, machine learning, e-Commerce, consumer behavior