The Impact of Brand Involvement, Personal and Institutional Trust on Consumer Permission in Online Food and Beverage Platforms: The Moderating Role of Extraversion Personality Trait of Consumers

Abstract

Purpose – The present study aims not only to determine the impact of brand involvement on personal and institutional trust and the impact of personal and institutional trust on consumer permission, but also to investigate the moderating role of extraversion personality trait of consumers on structural model relationships. Design/Methodology/Approach - This empirical study was conducted with a proposed model. The model was tested with surveys applied to a sample of 460 online food and beverage shoppers in Istanbul, Turkey. Regression analyses were conducted to test the research hypotheses. Findings - The study findings elicited the impact of brand involvement on personal and institutional trust and the impact of personal and institutional trust on consumer permission. Furthermore, the moderator role of extraversion personality trait of consumers on study correlations were verified. Discussion/Originality – The present study deepened the understanding of the correlations between brand involvement and personal and institutional trust and also the correlations between personal and institutional trust and consumer permission during online food and beverage shopping. It underlined the extraversion personality trait of consumers as moderator factor in model correlations.