Relationship between personality and effective decision making in online shopping - introducing a holistic personality system: Enneagram

Online shopping offers a different experience than traditional store shopping, and consumer behavior on this platform may change depending on different factors. Enneagram personality types help better define consumers' online shopping preferences and Purchase Intentions. This can help businesses better target customers and offer products and services that suit their needs. This study measures the effect of Enneagram personality types on online shopping decisions in Turkey. In the study, analyzes were made based on the answers of 392 participants who shopped online. According to the regression analysis results, Enneagram personality types of Type 2 (Helper), Type 8 (Challenger) and Type 9 (Peacemaker) do not have a significant effect on the online purchasing decision. The effect of other personality types on the purchasing decision is significant among the analysis findings. At the same time, the perception of reliability for the participants also affects the purchasing decision. Keywords: Online Shopping, Enneagram, Regression Analysis