@article{article_1652263, title={Examining Online Shopping Intentions Based on HEXACO Personality Traits: A Theoretical and Empirical Assessment Within The Framework of TpB, ECM, and TAM}, journal={GSU Managerial and Social Sciences Letters}, volume={3}, pages={6–26}, year={2025}, author={Harorlı, Emre}, keywords={HEXACO, Theory of Planned Behavior, Technology Acceptance Model, Expectation-Confirmation Model, Online Shopping, Consumer Behavior}, abstract={The increasing demand of consumers for online platforms causes competition to become increasingly intense, and this situation results in businesses increasing their efforts to improve their services by analyzing consumer behavior in more detail. Accordingly, businesses are looking for different methods to develop strategies by understanding the factors affecting consumers’ online shopping in more detail to create personalized shopping experiences and increase customer satisfaction. This research combines the Technology Acceptance Model (TAM), Theory of Planned Behavior (TpB), and Expectation-Confirmation Model (ECM) as common variables to evaluate the factors that affect participants’ purchases through websites and mobile applications. In addition, the research model is added with the exogenous variable "HEXACO Personality Inventory Personality Traits" to understand the personality traits of consumers and to determine whether there is a difference in the factors that affect purchasing behavior in different personality traits. It aims to examine the effect of personality traits on online purchasing behavior. The research includes the responses of 400 of the 423 participants, which were analyzed using Structural Equation Modeling with SPSS AMOS. It was determined that Intention, Perceived Ease of Use, Perceived Behavioral Control, Subjective Norm, and Expectation had statistically significant effects on Attitude Towards Behavior and Perceived Usefulness. Furthermore, it was proven that the variables in the research model had distinct effects on each other for participants with varying personality traits within the HEXACO personality inventory.}, number={2}, publisher={Galatasaray University}