exploring the impact of personality traits …€¦ · key words: online shopping, online apparel...
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http://www.iaeme.com/IJM/index.asp 129 [email protected]
International Journal of Management (IJM) Volume 11, Issue 7, July 2020, pp. 129-140, Article ID: IJM_11_07_013
Available online at http://www.iaeme.com/IJM/issues.asp?JType=IJM&VType=11&IType=7
ISSN Print: 0976-6502 and ISSN Online: 0976-6510
DOI: 10.34218/IJM.11.7.2020.013
© IAEME Publication Scopus Indexed
EXPLORING THE IMPACT OF PERSONALITY
TRAITS UNDERLYING MOTIVES OF ONLINE
BUYING BEHAVIOR
Amit Sharma
Assistant Professor, Government Engineering College, Ajmer, India
Raj Bahadur Sharma*
Assistant Professor, Prince Sattam Bin Abdulaziz University,
Kingdom of Saudi Arabia
Jitendra Charan
Researcher, Rajasthan Technical University Kota, India
* Corresponding Author E-mail:[email protected]
ABSTRACT
The research paper focuses on biggest online industry of India which estimates
approx US $75.6 billions in year 2014, and is expected grow to level of US $156
billions in next 2 years. The organized apparel market is much lower than un-
organised market but growing at faster rate comparatively in past 5 years. The growth
of industry is fostered by both online and offline models of apparel retailing in India.
Because of Internet penetration across the country, tier II and tier III cities are
significantly contributing for its climbing the preference of consumers in e-commerce
market in India. Due to lack of availability and limited choices growth rate for online
apparel orders are coming from Tier II and Tier III cities comparing it with metros
and cosmopolitan cities in India. Online apparel industry is expected to grow at a
CAGR of approx 13% in next 10-year period.
Factors which are responsible for low growth of online apparel industry in India,
lie outside the control e-commerce retailers. The researchers had observed the factors
responsible to influence the consumers to adopt online channel for buying apparel,
include consumer characteristics, technology, government influence and the economy.
The research paper focuses to explore the impact of personality traits on motives of
buying apparel from online model in India. Online consumers were surveyed with the
help of structured questionnaire to get the Big Five Personality Index (BFI score) and
being analyzed with AMOS factor reduction modeling. The results show that
consumers buying apparel from online channel possesses extraversion as dominating
characteristics and are motivated by Perceived Usefulness, Enjoyment, Information
Availability, Privacy and Trust factors for adopting online channel.
Exploring the Impact of Personality Traits underlying Motives of Online Buying Behavior
http://www.iaeme.com/IJM/index.asp 130 [email protected]
Key words: Online Shopping, Online Apparel Shopping, Personality Traits, E-
Commerce
Cite this Article: Amit Sharma, Raj Bahadur Sharma and Jitendra Charan, Exploring
the Impact of Personality Traits underlying Motives of Online Buying Behavior,
International Journal of Management, 11(7), 2020, pp. 129-140.
http://www.iaeme.com/IJM/issues.asp?JType=IJM&VType=11&IType=7
1. INTRODUCTION
E-commerce has revolutionized the Indian shopping market and the way people buy products
and services. Great opportunities for digital exclusive retails brands are coming up in the
online apparel market and are also getting consumer attention and preference. In the last 5
years, over 10 million consumers from India got the exposure to Indian online shopping
market either for electronics, apparel, groceries, etc.
The apparel industry in India is gradually and surely making its existence in the e-
commerce industry. However, with a low penetration level of 0.1%, it is expected to grow
exponentially by 140 times and reach US $156 billion in 2021. Majorly online shoppers
belong to Generation Z which is boosting the demand of the online apparel industry in India.
With a higher level of acceptance and adoption of online shopping in India considerable shift
in buying behavior of shoppers are being identified in the past few years. Which has
ultimately redefined the market dynamics of online business models of India.
Apparel e-tailing has gained tremendous growth in India due to changing lifestyles,
convenience in demand, ordering ease, home delivery, credit facility, and return policy of e-
commerce retailers. The development pace of e-commerce was fostered with the increased
communicating devices penetration especially smart-phones, tablets, and laptops.
2. REVIEW OF LITERATURE
According to Raymond A. Bauer (1967), perceived risk is a critical factor of consumer
behavior. He suggested that consumers anticipating pe rceived risk in any action which
consequently with uncertainty will lead to unpleasant behavior. Wise a versa certainty of
actions leads to individuals‟ pleasant state of mind. That means consumers' behavior is
predicting the future course of actions based on their certainty.
Bagozzi (1974) has also confirmed this in his study of E-shopping behavior which he
explained as a complicated decision process. He found that consumers like to minimize the
transaction cost to fulfill the needs of their families with a limited budget. It was also revealed
from the study that e-shopping is a social influence process where consumers wish to follow
the social norms.
Furthermore in 1999 Goodwin found in his research that security and privacy are the
critical barriers in adopting the e-commerce. Security and privacy in the initial era of e-
commerce were given utmost concern as the online shopping environment was immature and
online platform developers were trying to upgrade the infrastructure. In the general adoption
of online shopping, the platform has experienced the low growth and acceptance due to the
threat of losing privacy and personal data.
Information plays a vital role in the buying process, Vrechopolous et al. in the year 2000
found that the product description, availability of a product, information related to discount,
promotion, delivery date, are some of the characteristics which motivate to adopt online
channel for buying product and services. The study also suggests altering the virtual
environment as per the convenience of consumers and it was also suggested to get a higher
acceptance level of an online channel by integrating the payment options, discounts, and
Amit Sharma, Raj Bahadur Sharma and Jitendra Charan
http://www.iaeme.com/IJM/index.asp 131 [email protected]
promotions. Goldsmith has found that individuals having innovativeness as a personal
character tend to buy more products online.
Wu in 2003 has observed the positive relationship between attitude towards online
shopping and consumer characteristics. Consumer demographics, purchase preference,
perception and lifestyle were found to be characteristics that significantly influence the
attitude towards online shopping.
Kim et al (2003) suggest while publishing their result of the study the intention of buying
clothes from an online channel is derived from attitude and behavioral subjective norms. The
results of this study suggest that although behavioral intentions effected by attitude and
subjective norms then too they are not equivalent in their effects, although they are important
predictors of consumers‟ online shopping behavior for clothing.
The renowned models as Theory of Reasoned Action (TRA), Innovative Adoption Model
(IAT), and others which had identified the relationship with buying intention and technology
adoption was revivified by Yoh et. al. in 2003. He explored that buyer that possesses positive
attitudes toward the internet had greater intention to purchase apparel through the internet.
According to Ha & Stoel, (2004) observed that buyers, browsers, and information
searchers have different perception towards online shopping. It was concluded that the
innovativeness of the internet affects the apparel shopping behavior of consumers.
The study of Goldsmith and Flynn (2004) suggested that online clothing purchase is
inspired by Web innovativeness than by the creativity of apparel. Predictors like enthusiasm
and adventure are better in general and history marked by purchasing garments from catalogs.
Fashion innovativeness has a slight relation with online buying but fashion involvement has
not. It creates the impression that being a Web trailblazer and an accomplished catalogue
customer are more prescient of online apparel shopping than an enthusiasm for fashion. Three
major implications of the study were; first, a shopper with catalog shopping history is a more
prominent shopper in online apparel context. Second, innovativeness has some role to play.
Online Apparel shopping will pace momentum as Online shopping overall grows. Third, if
shoppers involve more in a particular category does not assure more shopping in that category
irrespective of online apparel shopping is a new medium.
Williams, Bertsch, Wiele, Iwaarden & Dale et.al in 2006 found that although consumers
keep buying products from traditional stores but they feel very convenient to buy them from
an online channel, as they need not to personally visit the stores. It could be derived that
online shopping saves time as well as the energy of consumers while meeting their shopping
needs. In case of online shopping, buying decisions can be easily made according to the
consumers' convenience while comparing products with available choices, deals & supplies.
Kim, J., & Forsythe, S. (2007) described the technology adoption. The result has shown
that virtual try-on is rather than mandatory an entertainment and enjoyable feature for online
shoppers. The adoption of virtual try-on is not gender specific. The anxiety and
innovativeness has a significant role over virtual try-on technology.
It has been observed from the literature review that the Internet has changed the way
customers buy products and services. Due to the increased benefits, a lot of customers would
nowadays prefer purchasing products online. In online shopping, customers find a variety of
products that they can choose. When it comes to online shopping, convenience is the major
factor that influences the adoption of the channel. With online shopping models, customers
can buy anything, anytime with superior shopping experiences. The research article aims at
finding the impact of personal factors of consumers as personality traits on motives of buying
apparel from the online channel.
Exploring the Impact of Personality Traits underlying Motives of Online Buying Behavior
http://www.iaeme.com/IJM/index.asp 132 [email protected]
3. OBJECTIVES
Analyzing the personality traits of online shoppers.
Ascertaining the motives of buying apparel from online channel.
Analyzing the impact of personality trait on motives of buying apparel from online
channel.
4. RESEARCH METHODOLOGY
A questionnaire is considered to be the most effective method for collecting primary data.
Both online and offline questionnaires were being developed to collect data from respondents.
The sample of 182 respondents was considered to analyze and generalize the results.
Respondents were contacted through mailers and direct interaction. The questionnaire had
structured questions of two sets, i.e. Personality trait of buyers using online channel for
apparels (set 1) and Motives of buying apparels from the online channel (set 2). After
applying the reliability test 182 responses were found to be suitable for further analysis. The
Big Five traits of the participants were measured by the 50-item of Big Five Inventory (BFI)
instrument. Participants were asked to use a five-point Likert-type scale (from strongly
disagree "1" to strongly agree "5") to describe their personality. BFI score is calculated by
adding the answers to a series of structured questions and taking the average. Participants
were also asked to use a five-point Ranking Scale to provide their view on what motivates
them to use online channels from the highest "1" to lowest "5". Collected data verified by the
reliability test and analyzed on paired t-test to derive the results.
4.1. Statistical Tools & Techniques
Data collected from the 182 respondents, was validated and reliability tests were applied to
derive the result for further analysis of the research study. The 182 responses were found to be
suitable for further analysis and to interpret results by using paired path t-test of the motives
to adopt an online channel for buying apparel in India.
5. HYPOTHESES (USE OF INTERNET FOR APPAREL BUYING)
H0a1: There is no relationship between individuals using internet for shopping and apparel
buying through online channel.
Observations: Respondents were instructed to rate the use of Internet on 5 point likert scale
and rate how often they use online channel for buying apparel. Preferences of respondents
were analyzed using Chi-Square test as mentioned below.
Table 1 Use of Internet for Apparel Buying
Chi-Square Tests
Value df Asymptotic Significance (2-sided)
Pearson Chi-Square 25.547a 16 .061
Likelihood Ratio 25.476 16 .062
Linear-by-Linear Association 10.368 1 .001
N of Valid Cases 182
a. 38 cells (76.0%) have expected count less than 5. The minimum expected count is .139.
Amit Sharma, Raj Bahadur Sharma and Jitendra Charan
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Table 2 Symmetric Measure of Using Internet for Apparel Buying
Symmetric Measures
Value Approximate Significance
Nominal by
Nominal
Phi .530 .061
Cramer's V .265 .061
N of Valid Cases 182
Results show that the Pearson chi-square value 0.061 is less than α =0.080, which
ultimately rejects the null hypothesis. Hence a positive relationship exists between individuals
using the internet for shopping and online apparel buying.
5.1. Hypotheses (Personality Trait)
Personality trait of buyers using online channel for buying apparel in India.
H0b1: Individuals using online channel for buying apparels does not have openness to
experience as dominant personality character.
H0b2: Individuals using online channel for buying apparels does not have Conscientiousness
as dominant personality character.
H0b3: Individuals using online channel for buying apparels does not have Extraversion as
dominant personality character.
H0b4: Individuals using online channel for buying apparels does not have Agreeableness as
dominant personality character.
H0b5: Individuals using online channel for buying apparels does not have Neuroticism as
dominant personality character.
Table 3 Personality traits of respondents using Online channel for buying apparels
Personality Trait of
Participants
Frequency Percentage Cumulative
Percentage
Openness 0 0.00 0.00
Conscientiousness 20 10.99 10.99
Extraversion 116 63.74 74.73
Agreeableness 44 24.18 98.90
Neuroticism 2 1.10 100.00
Total 182 100.00
After analyzing the frequencies of 182 respondents, it was observed that 116 respondents
were having a higher BFI Index of Extraversion as mentioned in Table 1. It was also revealed
that individuals buying online apparel possess similar personality traits of extraversion,
overall 63.74% of respondents were having extraversion as a dominating trait.
Exploring the Impact of Personality Traits underlying Motives of Online Buying Behavior
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Table 4 Status of Hypotheses
Hypotheses Standardized β T statistics Significance Status of
Hypotheses
H0b1: Individuals using online
channel for buying apparels does
not have openness to experience
as dominant personality
character
0.02 1.05 Sig<0.05 Accepted
H0b2: Individuals using online
channel for buying apparels does
not have Conscientiousness as
dominant personality character.
0.04 1.74 Sig<0.05 Accepted
H0b3: Individuals using online
channel for buying apparels does
not have Extraversion as
dominant personality character.
0.16 1.94 Sig<0.05 Rejected
H0b4: Individuals using online
channel for buying apparels does
not have Agreeableness as
dominant personality character.
0.07 1.12 Sig<0.05 Accepted
H0b5: Individuals using online
channel for buying apparels does
not have Neuroticism as
dominant personality character.
0.09 1.14 Sig<0.05 Accepted
Further analysis shows that results of data collected from respondents using the online
channel for buying apparel, it could be ascertained that hypotheses as mentioned in Table 3,
H0b3 was rejected, having higher β coefficients and T values at 95% significance level. It
could be stated that individuals buying apparel products from the online channel possesses
extraversion as dominating personality traits.
5.2. Hypotheses (Motives of individuals having Extraversion as dominant
characteristics of Personality Trait)
Individuals having Extraversion as dominating personality traits are predicted as Energetic,
Assertiveness, Sociability, and the tendency to seek stimulation in the company of others, and
talkativeness. Attention seeking and dominating personality are presumed from individuals
possessing high extraversion whereas individuals having low extraversion a reserved,
reflective personality, which can be perceived as aloof or self-absorbed. Extroverted people
may appear more dominant in social settings, as opposed to introverted people in his setting.
The study focuses to identify the relationship between individuals having dominant
personality trait Extraversion and motives of buying apparel products from the online channel.
H0c1: Individuals having Extraversion as dominating personality traits are not motivated by
Usefulness of online channel.
H0c2: Individuals having Extraversion as dominating personality traits are not motivated by
Ease to use of online channel.
H0c3: Individuals having Extraversion as dominating personality traits are not motivated by
Convenience of online channel.
Amit Sharma, Raj Bahadur Sharma and Jitendra Charan
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H0c4: Individuals having Extraversion as dominating personality traits are not motivated by
Perceived Control of online channel.
H0c5: Individuals having Extraversion as dominating personality traits are not motivated by
Privacy of online channel.
Table 5 Motives of buying apparel from online channel
Motives KMO Sampling
Measure (> 0.5)
Extraction Sums of Squared
Loadings (>60%)
Significance
Perceived Usefulness .794 65.065 Relevant
Perceived Ease of Use
/Convenience .753 49.742
Irrelevant
Enjoyment / Adventure / Fun .721 70.922 Relevant
Information Availability .812 63.180 Relevant
Price / Charge / Cost Savings .697 59.960 Irrelevant
Privacy / Security .622 71.513 Relevant
Control / Authority .665 58.581 Irrelevant
Trust .696 68.830 Relevant
Data collected from 182 respondents for the motive of buying online apparel were
analyzed with KMO sampling measure having eligibility rule of 0.5 and acceptance rule of
extraction loading measure to be more than 60%. The factors motioned in table 5 Perceived
Usefulness, Enjoyment, Information Availability, Privacy, and Trust were found relevant as
having KMO sampling measure value >0.5 and extraction loading >60%.
5.2.1. Perceived Usefulness
Fred Davis defined Perceived Usefulness as "the degree to which a person believes that using
a particular system would enhance his or her job performance". It means someone perceives
that technology to be useful for them depends on what they want to do with it. Individuals
using online channels for buying apparel were asked to rate the 10 statements on 5 point
Likert scale ranging from strongly agree to strongly disagree.
Table 6 Component Matrixa
Component
1 2
Ordering .851
Description .822
Searching .755
Variety .743
Comparability .735 -.500
Time .731
Choice .708
Availabitlity .705
Promotion .635
Easiness .563 .592
Extraction Method: Principal Component Analysis.
a. 2 components extracted.
Exploring the Impact of Personality Traits underlying Motives of Online Buying Behavior
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The usefulness of an online channel to meet the apparel desire was reduced by applying
factor analysis and was reduced to ease of ordering and easiness to use as mentioned in table
6.
5.2.2. Enjoyment
Happiness is conceptualized as an enduring state of mind that consists of the capacity to
experience a pleasure. According to the researchers, happiness is not something that happens
by itself, it does not depend on external events but rather on how we experience them within,
where we place our attention, which is something we can nourish and develop. Therefore,
after analyzing the data collected from 182 respondents for their level of enjoyment while
shopping apparels from the online channel, it was confirmed with factor analysis that
respondents feel comfortable and enjoy browsing the apparels online.
Table 7 Rotated Component Matrix
Rotated Component Matrixa
Component
1 2
Comfortable .854
Demonstration .749
Repayment .692
Enjoyment .576 .531
Check .920
Deal .879
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 3 iterations.
Consumers state of enjoyment while shopping apparel from online channel were reduced
by applying factor analysis and rotated components identified were comfortability and
feelling of joy while shopping mentioned in table 6.
5.2.3. Information Availability
Every decision is based on information that the decision-makers trust. The reliability of
information and the purpose of utilizing it may lead to multiple options. One of the most
obvious information-related problems occurs when the information is either incorrect or
incomplete. Trusting information that is faulty leads to many wrong deductions and
conclusions. The ambiguous statements of information, although the decision-maker is aware
of facts, uncertainty is introduced, and any decision based on that partial information proves
to be misguided. Decisions are certainly based on information sufficiency. As information
plays a vital role in the process of consumers' buying behavior, whereas in an online
environment it becomes critical. The respondents were asked to rate the 8 statements on 5
point Likert scale to analyze the relevance of information available on motives of using the
online channel for buying apparel.
Amit Sharma, Raj Bahadur Sharma and Jitendra Charan
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Table 8
Component Matrixa
Component
1 2
Choice .864
Refining .826
Availability .813
Search .662
Information .638 .547
Orientation .610
Verification .582
Preciseness .618 .640
Extraction Method: Principal Component Analysis.
a. 2 components extracted.
It was revealed from a principal component analysis that the choice of retrieving in-depth
information for product and preciseness of information influence the motivation level to buy
apparels from the online channel. Components extracted analysis rates choice of information
at 0.864 and preciseness at 0.547.
5.2.4. Privacy
Smith et al. (1996) outlined four dimensions of consumer privacy as publicizing the personal
information, unauthorized access, and use of personal information. The impact of privacy on
online consumers was reduced to analyze the influencing factors for adopting an online
channel for buying apparel.
Table 9
Component Matrixa
Component
1 2
Personal Detail .812
Unsecure .784 -.523
Browsing .741
Transaction .506
Confidence .566 .639
Extraction Method: Principal Component Analysis.
a. 2 components extracted.
It was revealed from a principal component analysis that the privacy of keeping the
personal information of consumers secure with online retailers ultimately proves to be an
influential factor for adopting online channels. The sub-factor personal details that consumers
share with retailers prove to be influencing factors that ultimately develop a confidence in
relying on the e-retailer. The components were identified with 0.812 as personal details and
0.639 as confidence after reducing the factors with component analysis.
5.2.5. Trust
Online trust is the willingness of a consumer to allow the actions of an online store, based on
the expectation that online stores will perform a particular action important for the consumer,
irrespective of their ability to monitor or control the online store. The online buyers of apparel
Exploring the Impact of Personality Traits underlying Motives of Online Buying Behavior
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were asked to state their trust factor on online stores. 116 respondents had given their concern
on a five-point scale for 5 statements related to the delivery of products, faulty products,
wrong product, home delivery service, and return policy.
Table 10
Component Matrixa
Component
1 2
Delivery .745 -.445
Wrong Product .850 -.283
Defected Product .757 -.052
Carrying .592 .427
Return Policy .488 .734
Extraction Method: Principal Component Analysis.
a. 2 components extracted.
Factor reduction method was applied to analyze the responses, it was observed that online
apparel buyers develop their trust factor when the web store is not delivering the wrong
product and provide return facility. The factors were confirmed by principal component
analysis with values as Wrong Product 0.850 and Return Policy as 0.735.
6. PROPOSED MODEL
The rapid development of the Internet and its effect on daily life has introduced a new
consumer profile which is referred to as the 'online consumer'. Such consumers are influenced
by various factors and they have different purchasing habits concerning traditional consumers.
After analyzing the results of the reliability test, 8 out of 10 motivating factors were identified
as relevant for further analysis of model fit.
Table: 11 Motivating Factors
Motivating Factors
Category Motives Status
Usefulness of Online Platform Easiness of Using online platform Accepted
Online ordering ease Accepted
Enjoyment while using online
platform
Comfortable to use Rejected
Sense of enjoyment Accepted
Information Availability over
online platform
Choice of retrieving information Accepted
Preciseness of information Rejected
Privacy maintained at online
platform
Personal Details Accepted
Confidence on maintaining privacy Accepted
Trust Wrong Product will not delivered Accepted
Return policy Accepted
The factors influencing consumers' online apparel purchase motives which have been
examined, were tested to be uninfluenced with the personality traits of consumers for
selecting the online channel. Motivating factors were tested on confirmatory factor analysis
and results had predicted that consumers adopting online channels for buying apparel
products are having strong influence from a sense of enjoyment and choice to retrieve the
information about the product. The CMIN/DF value for proposed model 2.212 that is near to
Amit Sharma, Raj Bahadur Sharma and Jitendra Charan
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3.0 (standard), hence it has been also validated by the goodness of fit with CFI value 0.910
(accepted approx 1.0).
Figure 1 Proposed model for analyzing the impact of personality traits on motives of adopting online
shopping
Table 12 CMIN : Confirming the Model Fit
Model NPAR CMIN DF P CMIN/DF
Default model 29 79.644 36 .000 2.212
Saturated model 65 .000 0
Independence model 10 128.928 55 .000 2.344
Table 13 Baseline Comparisons: Best Fit of Proposed Model
Model NFI
Delta1
RFI
rho1
IFI
Delta2
TLI
rho2
CFI
Default model .382 .056 .530 .098 .910
Saturated model 1.000 1.000 1.000
Independence model .000 .000 .000 .000 .000
The results of study reveal that motives of adopting online channels for buying apparel are
influenced by personality traits. This can be attributed to the fact that this is a recently
emerged research area. The originality of our paper stems from highlighting a future research
agenda for consumers' online purchase behavior.
7. CONCLUSION
Hence it could be concluded from a study of analyzing the impact of personality traits on
adopting online channels for buying apparel, that individuals using online channels have
dominating personality characteristics as extraversion. It was also being revealed that
individuals score high on extraversion are motivated by Easiness of Using an online platform,
ordering ease, comfortability, feeling the sense of enjoyment, choice of retrieving
information, preciseness of information, the privacy of personal details, confidence on
maintaining privacy, the trust of not getting wrong Product, and Return policy of online
Exploring the Impact of Personality Traits underlying Motives of Online Buying Behavior
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channel. Finally, it could be ascertained from research that the personality traits of consumers
influence the motives of adopting an online channel for buying apparel products.
8. DIRECTION FOR FUTURE RESEARCH
The study focused on analyzing the impact of personality traits on motives of adopting an
online channel for buying apparel products. The researcher proposes to carry similar research
in a future study with other demographic variables – Age, Gender, Occupation, Income,
Education, etc. Moreover, it is proposed to conduct this study at various locations to
generalize the conclusion.
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