2.

Literature review
In this chapter, the theory on which this research is based will be explained. The big five
personality traits theory has been used as the theory in this study. Here, it is studied how the
buying behaviour of e-commerce changes due to the personality traits of the generation Y and
Z.

2.1. Buying behavior in e-commerce

Consumer behaviour is the art and science of how people select, buy, use, and discard
products, services, ideas, or experiences to fulfil their needs and desires. "The behaviour that
consumers display in searching for, purchasing, using, evaluating, and discarding of products,
services, and ideas" is how consumer behaviour is defined. ( Rizki, Chan, Barkah, & Tresna,
2022)

The consumer-retailer interaction in e-commerce covers a number of procedures. The

customer first views the website and searches for the most fundamental information. relevant
to the specific good or service in which he or she is interested. The main activities that the
customer engages in at this early stage are viewing the product on the internet and comparing
prices. The creation of user accounts requires the provision of personal information after the
product or service has been chosen. Cookies, logs, and data-mining tools are frequently used in
this step to facilitate an automated information exchange between the customer and the
retailer. The final stage involves supplying the actual purchase choices, along with financial and
personal information, to finalize the transaction. (J.C.Athapaththu & K.M.S.D.Kulathunga, 2018)

2.2. Big five personality traits

The big five personality traits are based on the idea that a person's personality can be evaluated
by looking at how they rate on five personality traits, including extraversion, neuroticism,
openness, conscientiousness, and agreeableness. ( Shahreki & Ling, 2022) Each of the five
personality traits is a very broad category that includes a variety of personality-related
terminology. According to McCrae and Costa (1989), personality refers to a person's conduct in
many contexts and interpersonal interactions that is influenced by their feelings, motivations,
and experiences and exhibits consistency. ( Rizki, Chan, Barkah, & Tresna, 2022)

2.3. Extraversion

This extraversion personality trait relates to how comfortable a person is interacting with
others. qualities of extraversion that are advantageous People are sociable, assemble in groups,
and are confident. ( Rizki, Chan, Barkah, & Tresna, 2022, p. 217) People who are extraverted are
typically friendly, outgoing, active, competitive, high-spirited, and thrill-seekers. Extraverts love
interacting with others, seek for social support when under stress, and have a tendency to build
larger social networks. Extraverts are more likely to be regarded as charismatic people since
they are more open to new experiences. In contrast, introverts are more reserved, serious, and
less spontaneous. (Araya, 2021)

2.4. Neuroticism

This trait displays sensitivity to threats and the unfavorable feelings they arouse.impulsiveness,
self-consciousness, irritability, anxiety, depression, vulnerability, low self-esteem, and
unpleasant moods are all linked to it. People with high levels of neuroticism avoid thinking
about or doing difficult things, engage in avoidance coping, and have more negative social
interactions. Emotional stability, which manifests as assurance, calmness, and detachment, is
the opposite of this quality. (Araya, 2021)

2.5. Openness

People with this type of personality trait are more open to learning new things and are more
eager to understand them. Positive traits of those who possess this dimension include a greater
capacity for creativity, imagination, intelligence, curiosity, and open-mindedness. ( Rizki, Chan,
Barkah, & Tresna, 2022)

2.6. Conscientiousness

Conscientiousness is a personality trait that explains individual differences in the inclination to

exhibit self-control, social responsibility, work ethic, and goal-directed conduct. Naturally, those
who score highly on this trait are regarded as methodical, well-organized, and obedient, while
those who score poorly on this trait are perceived as being less focused and more prone to
getting sidetracked from tasks. (Indrajaya & Mahesha, 2022)

2.7. Agreeableness

People with this personality trait tend to be more obedient to others and have a need to stay
out of trouble in their character. Their honesty, agreeability, kindness, and willingness to lend a
hand are among their many positive traits. ( Rizki, Chan, Barkah, & Tresna, 2022)