Impact of Introverted and Extroverted Personality Traits on Innovative Behaviour of Entrepreneurs in E-Commerce Businesses

Entrepreneurship is a pivotal driver of economic progress, yet society has a common misconception that extroverts are entrepreneurial due to their leadership potential and interpersonal skills. This research aims at dispelling this stereotype by exploring the role of introvert and extrovert personality traits in driving entrepreneurs' innovative behaviour, with e- commerce businesses in the Colombo District in Sri Lanka as the setting. The academic contribution of this study is that it advances literature by filling the gap concerning the influence of personality traits, i.e., introversion and extroversion, in producing innovation in Sri Lanka's entrepreneurial environment. The study employed a quantitative method and gathered data using structured questionnaires from 381 e-commerce entrepreneurs of Colombo District. Sample size was determined using Cochran's formula, and convenience sampling was used as the data collection technique. Correlation analysis was used to test the relationship between the variables, and the regression model was used in assessing the impact of the introversion and extroversion independent variables on innovative behaviour, the dependent variable. The findings revealed that introversion has a significant positive impact on innovation, while extroversion negatively affects innovative behaviour in this context. These results revealed that extroversion is more advantageous for entrepreneurship, particularly in innovation-driven sectors like e-commerce. The research bridges a knowledge gap in existing literature by providing an even understanding of the effect of personality traits on innovation and making practical recommendations to organizations for creating environments that support introvert and extrovert entrepreneurs to neutralize each other for sustainable innovation. It also suggests that introverts, who possess problem-solving expertise, be encouraged to pursue entrepreneurship, particularly in sectors like e-commerce, where their strategic thinking gives a competitive edge.