Personality Traits and Consumer Behavior in the Mobile Context: A Critical Review and Research Agenda

Research focusing on consumer behavior in the mobile context is rapidly accumulating. However, the role of personality traits in explaining and predicting users’ perceptions regarding mobile services and behavior within the mobile context is conspicuously under-researched. If consumers are considered as dispositional entities, this lack of researcher interest on the role of personality traits on the value creation processes of mobile consumers should be scrutinized. Striving to provide guidance as to why and how to incorporate personality-based variables within prospective research models attempting to explain and predict consumer behavior in the mobile context, this research critically assesses the-state-of-the-art and presents a conceptual discussion regarding related future research avenues.