Do gender and personality traits influence use of deal sites? A replication

There is a growing body of literature on impact of personality traits on technology adoption. But majority of these studies are never replicated and, therefore, it is hard to estimate how general are their findings. The focus of this paper is adoption of deal sites, and its aim to replicate in the Czech Republic a research of deal sites use originally conducted in Denmark. While in Denmark, agreeableness, neuroticism, and gender significantly influenced use of deal sites, in the Czech Republic, it was the remaining traits - extraversion, conscientiousness, and openness to experience, and gender. In both surveys, women used deal sites more than men. If usage is defined as at least one purchase within last six months, then only gender and extraversion are significant and conscientiousness is borderline significant.