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Exploring Consumer Traits Online Market

By (author) James M Allen

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Emerging technology and online environments have contributed to significant growth in the online knowledge market and entrepreneurs have begun to build businesses in the digital arena selling knowledge as a product. This study addressed the question of how personality traits impact the consumer's perceived value of online paid knowledge (OPK) products. The purpose of this qualitative analysis was to address how personality traits impact consumers' perceptions of value with online paid knowledge (OPK) products. Further, exploration of how these constructs form patterns that explain the perceived usefulness and perceived ease of use of OPK products, specifically online courses, of consumers in the U.S. from 2018-2021. Using a case study design, the conceptual framework for the study included the technology acceptance model (TAM) and the fivefactor model (FFM) of personality traits. The researcher analyzed responses from 22 semi-structured interviews through an inductive thematic analysis approach.

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Helgoland: The Strange and Beautiful Story of Quantum Physics

Carlo Rovelli
Paperback / softback
208 pages
was: R 295.95
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The Coming Wave: AI, Power and Our Future

Mustafa Suleyman
Paperback / softback
352 pages
was: R 295.95
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The Order of Time

Carlo Rovelli
Paperback / softback
224 pages
was: R 295.95
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Originally published in Italian: L'ordine del tempo (Milan: Adelphi Edizioni, 2017).

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