Associations Between Extraversion-Introversion Characteristics and E-Commerce Behavior: Implications for Sustainable Consumer Practices

초록

E-commerce platforms are rapidly transforming global consumer behavior, yet the psychological and demographic determinants of sustainable digital consumption remain underexplored. This study investigates how extraversion-introversion personality traits interact with demographic and socio-economic factors to influence e-commerce usage among Korean consumers, with implications for sustainable consumption practices. Based on data from the 13th Korea Media Panel Survey (2022), the results of this study indicate that extraverted individuals, women, younger consumers, higher-educated and higher-income groups, employed and unmarried individuals, those in larger households, and urban residents were more likely to engage in e-commerce, whereas introverts and older adults showed lower participation. These findings highlight the complex interplay between psychological dispositions and structural conditions in shaping digital consumption. This study advances theoretical understandings of the issue by integrating extraversion-introversion traits and demographic variables into a multidimensional framework of consumer behavior. Practically, it emphasizes the need for inclusive e-commerce design: socially interactive features for extraverts, information-rich streamlined interfaces for introverts, and enhanced accessibility for older or rural users. Policy implications include promoting digital literacy, reducing infrastructure inequalities, and implementing ethical, personality-informed personalization strategies to foster equitable and sustainable online commerce. This research contributes to sustainable consumer intelligence by demonstrating how psychological and contextual factors jointly influence e-commerce engagement.

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