Internet bookstores have become popular, fast and acceptable locations for e-commerce because of the diversity of publications, varied reading styles, limitless amounts of available books, and the growth of the Internet. The purpose of this study is: 1. To investigate the relationship between personalities and the preferred styles of Internet bookstores. 2. To define the moderating roles of on the relationship between personalities and the preferred styles of Internet bookstores. A total of 499 valid copies have been adopted. The results show that there is partial significant in the correlation between the big five personalities, the preferred styles of Internet bookstores and the moderating effect on demographic variables, and users’ motivation. Finally, this study gives some suggestions for the academics, companies, governments and users of Internet bookstores.
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