Designing an e-commerce site that will appeal to customers and convince them to purchase a product or service becomes difficult because of the variety of personalities and preferences that individual customers may have. One approach is to base the website's text, imagery, and navigation features on customers' personality types. The goal of this paper is to propose a conceptual model that links the Myers-Briggs Type Indicator's (MBTI) personality dimensions to business-to-consumer e-commerce website design. The model can offer guidance to those e-retailers who want to target their products at a particular audience.
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Cunningham et al. (2007) studied this question.
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