Abstract
Although deal sites cannot be considered a new technology anymore, there is still only a limited amount of quantitative research on the topic. The paper aims to expand the body of knowledge. The study investigates impact of gender and personality traits on frequency of use of deal sites. Big Five Inventory-10 is used to measure personality traits. Three models are tested. First, all respondents are taken into account, i.e. also ones not aware of deal sites. In the first model, only gender is significant. Second, only respondents aware of deal sites are taken into account. In the second model, neuroticism, openness to experience, gender (and possibly agreeableness) are significant. Third, only respondents who use deal sites are taken into account. In the third model, openness to experience (and possibly extraversion) are significant.
Recommended Citation
Sudzina, Frantisek, "Do Gender and Personality Traits Influence Frequency of Use of Deal Sites?" (2016). BLED 2016 Proceedings. 29.
https://aisel.aisnet.org/bled2016/29