Designing and explaining the model of consumer personality traits based on the impulse buying approach in international market with a mixed method

Subject Areas : Jounal of Marketing Management

Rahele Ansari ¹ , Seyyed Hassan Hatami-nasab ² , Shahnaz Nayebzadeh ³

1 - PhD student, Department of Management, Yazd Branch, Islamic Azad University, Yazd, Iran
2 - Department of Management, Yazd Branch, Islamic Azad University, Yazd, Iran
3 - Professor of Marketing, Department of Management, Yazd Branch, Islamic Azad University, Yazd, Iran

Received: 2022-12-11 Accepted : 2024-01-31 Published : 2024-03-12

Keywords: Impulsive buying, consumer, personality traits, international markets, mixed approach.,

Abstract :

Introduction: This research was conducted with the aim of designing and explaining the model of consumer personality traits based on the impulse buying approach. Research design/methodology/approach: The methodology of the current research was descriptive-exploratory with a mixed approach (sequential type, qualitative-quantitative). The steps include: conducting interviews with women with impulse buying experience and data analysis using the theme analysis method to form the model and then testing and validating the model to identify the final pattern. The participants of the research in the qualitative part were the women of 2 neighboring countries of the Persian Gulf along with 2 southern provinces of Iran, whose impulsiveness in using cosmetics was proven by using RFM and Barratt (1994) tests. In the quantitative part, the statistical population includes all women who use a lot of cosmetics in 3 countries on the edge of the Persian Gulf and women in the southern provinces of Iran. Also, the qualitative analysis of the data obtained from the interviews in the upcoming research was done using the theme analysis method and quantitative data analysis using SPSS and SmartPLS 3 software and at a significance level of 5%. Findings: The findings showed that the research conceptual model includes the variables: feeling the need to buy, tendency to buy impulsively, impulsive buying behavior, consequences, memorization and shopping saturation that this model was tested in the quantitative section and the findings showed at the 95% confidence level, except for one path, all the paths of the model are approved and meaningful.

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