Investigating the Success of OGB in China: The Influence of Personality Traits

Online group buying (OGB) is one of the latest types of e-commerce to find success in China. Many OGB businesses join the marketplace in China every month, creating tremendous competition. In order to understand the success factors, this study uses information systems success models and incorporates personality traits. We collected data from 408 OGB customers and found support for the model, with most variables being significant. Among the five major personality traits, extroversion, agreeableness, and conscientiousness directly impact actual purchase behaviour of Chinese OGB customers whereas neuroticism and openness to experience have no effect.