The Influence of Big Five Personality Traits on Online Purchase Intention Among University Students Using Lazada and Shopee

Siti Nur ’Aqilah Nazari (Universiti Sains Malaysia)
Siti Nur Dini Mohamad Shahrim (Universiti Sains Malaysia)
Siti Nur Inasya Muhe (Universiti Sains Malaysia)
Siti Nurhidayah Rosle (Universiti Sains Malaysia)
Aditya Aditya (Institute of management studies Ghaziabad)
Daisy Mui Hung Kee (Universiti Sains Malaysia, Penang, Malaysia)

Journal of the Community Development in Asia
Vol 9, No 2 (2026): May 2026

Today, university students are particularly dependent on online shopping, especially on popular e-commerce sites such as Lazada and Shopee. The purpose of this study is to explore more the relationship between the Big Five Personality Traits and online purchase intentions among university students who are habitual consumers on this platform. A quantitative research design will be adopted and a sequence of variables will be collected via online questionnaire that will be sent through Google Form. The Big Five Inventory (BFI-44) will be used to measure the personality traits while the online purchase intentions item will be modified fromPavlou (2003) and Ha Stoel (2009). The target sample for the study will be 150 university students across Malaysia. Data will be collected and will be analysed through descriptive and correlation analysis to illustrate the relationship between the variables.