This study proposes a new model by partially combining personality traits (PT) and Technology Acceptance Model (TAM) attributes to examine the influences of personality characteristics (conscientiousness, openness) and perception of technology (perceived usefulness, perceives ease of use) on e-purchase intention. We use truncate sampling technique and survey questionnaire to target the sample of Taiwanese online consumers and collect data. We find that consciousness (CON) (personality attribute) significantly influences perceived usefulness (PU) (technology perception attributes), perceived ease of use (PEOU) (technology perception attributes) and openness to experience (OPE) (personality attribute). PU, PEOU and OPE have significant impacts on e-purchase intention (INT). PEOU has the strongest positive impact on (INT). In addition, PU, PEOU and OPE combined together mediate the relationship between CON and INT. Further post hoc analysis of the mediation shows that both PU and PEOU are sustainable mediators. However, OPE is not a significant mediator.

The Covid-19 outbreak has turned out an opportunity for a recent noticeable increase in online shopping in Vietnam. Hence, this paper aims to discover how online shoppers react to their purchasing behaviour during Covid-19 time in terms of perceived benefits perspective. Based on the collected data from 427 Vietnamese online respondents during the social distancing period due to Covid-19, the research analyses the role of Covid-19 as a moderator variable in the relationship between benefits perception of the consumer and their online shopping activity. The result shows Covid-19 plays a moderating role in consumer’s awareness of utilities, which encourages shoppers towards Online shopping. However, the affection of society could be a reason that consumers become more hesitant to shop online. In the meanwhile, awareness of the Covid-19 pandemic and marketing policies do not impact on online shopping significantly during the Covid-19 pandemic which is a conflict with previous researches. These findings can contribute to understanding consumer behaviour comprehensively, help companies deal with similar situation as well as recommendations for the government to support businesses effectively in the future.

Purpose: The purpose of this paper is to bridge the gap in the literature to examine key factors that influence Taiwanese consumers to repurchase Korean beauty products. Design/methodology/approach: This study uses a quantitative approach to test the proposed hypotheses using structural equation modeling. Causal research design is used in this research to identify cause-and-effect relationship among the constructs. Primary data collection is used to gather data. This study provides the better understanding about key factors that influence Taiwanese consumers’ repurchase intention (RI) of Korean cosmetics products. Findings: Results show that perceived price (PP) and country of origin (COO) significantly influence word-of-mouth (WOM). PP, COO and WOM significantly influence RI. WOM is the most influential variable toward RI, followed by COO and PP. Originality/value: Very few studies have examined a general construct of RI related to beauty product. The findings of this study imply several practical directions for marketers of beauty product industries specifically for Taiwanese consumers. This study helps to know what factors become basic consideration for Taiwanese consumers in repurchasing Korean beauty products. Second, it underscores the role of WOM between the independent variables (PP and COO) and RI as the dependent variable.