Examining the Effects of Consumers' Personality Traits on Buying Behavior in Retail Stores by Structural Equation Model

Subject Areas : Jounal of Marketing Management

M. Samadi ¹ , H. Farsizadeh ² , M. Nurani ³

1 - استادیار، عضو هیات علمی دانشگاه شهید چمران اهواز
2 - دانش آموخته کارشناسی ارشد مدیریت بازرگانی، دانشگاه شهید چمران اهواز
3 - دانش آموخته کارشناسی ارشد مدیریت بازرگانی، دانشگاه شهید چمران اهواز

Received: 2014-06-16 Accepted : 2014-06-16 Published : 2009-03-21

Keywords: Consumers' personality traits, Relationship satisfaction, Buying behaviour, customer behavior, Lizrel,

Abstract :

This survey examines the effects of consumers' personality traits on buying behavior in retail stores. Research results show that consumers' personality traits can affect customer behavior. This study tests a model in the context of effects of consumers' personality traits on buying behavior. The research group (population) includes all customers of Maxim retail store in Tehran province. By the use of a random sampling method, 90 customers have been selected as the research sample. We used Lisrel software for the testing model. The results indicate that there is a positive relationship between consumers' personality traits (social affiliation, social recognition and shopping enjoyment) and customer relationship proneness, and that there is no positive relationship between product category involvement and customer relationship proneness. Also results indicate that consumers' personality traits can positively affect relationship satisfaction, trust, relationship commitment, and buying behavior. This study can contribute to retail stores promoting the efficacy of their marketing endeavors and also in their assessment of consumers' personality traits.