الفهرس 
Research FrameworkOnly 14 pages are availabe for public view
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Abstract
This study utilizes Hofstede’s national cultural dimensions theory as a framework to examine the influence of personality as a moderating variable in the formation of online shopping intentions for the “Millennials” generation - Gen Y in Egypt. It also examines the effect of WOM in this relationship as a mediator. This is done with the greater purpose of determining the possibility of cultural shifts in the Egyptian society, and therefore signalling the need for more modern and relevant segmentation techniques for businesses that operate on a global scale.
The study took a sample of 1164 sample units all belonging to the Millennials cohort. They were targeted online via an online questionnaire that lent its items from scales founded in previous literature. The study followed a non-probability sampling approach and is a cross-sectional conclusive study using descriptive measures to test the research model.
Elements of NC (UA, Coll.) were found to be significantly related to OSI. Whereas Coll. was not found to have any significant links with OSI. As for the link between culture and reliance on WOM, UA and Coll. were found to be closely related to WOM, while PD was not. WOM was also found to have an effective mediating role in the relationship between NC and OSI, via UA and Coll only. PT were not found to be related to WOM at all. Personality traits, however, were deemed to be partially significant moderators in the relationship between NC and OSI via the interaction between UA and OP. As for demographic characteristics, they were all significant moderators in the relationship between NC and OSI; except for the element of travel experience.