It is essential to understand the nature of electronic commerce. Internet has altered the lifestyles and buying patterns of individuals and makes online web-sites profitable channels for companies. This made online shopping behavior an emerging research area. Although literature is rich in terms of studies focusing on personality traits, consumer's personality is not the only factor that has an impact on online shopping behavior. Therefore, the aim of this study is to explore whether there is a correlation between personality traits of online shoppers and their favorite online shopping web sites personality. The results gathered from 112 respondents reveal that conscientiousness is significantly correlated with most of the web personality dimensions such as solidity, enthusiasm, genuine and sophisticated whereas neuroticism demonstrates no significant correlation with any of web personality traits.
online shopping behavior, personality traits, web-site personality