INTERNATIONAL JOURNAL OF SOCIAL HUMANITIES SCIENCES RESEARCH (JSHSR)

Abstract


THE EFFECT OF FIVE FACTOR PERSONALITY MODEL ON CONSUMER PURCHASING BEHAVIOR: AN EMPIRICAL STUDY IN THE AUTOMOBILE INDUSTRY

In the study, it was investigated whether the five-factor personality model characteristics affect car buying behavior. The data of the study were obtained from 1013 people living in seven regions of Turkey by applying a questionnaire form with a convenience sampling method. The data collected from the questionnaire form were analyzed through SPSS and AMOS programs. In the research the five-factor personality model was examined in the dimensions of “openness to experience, conscientiousness, extraversion, agreeableness, and neuroticism”; tangible product characteristics were examined in the dimensions of "product features based on after-sales services, product features based on brand, product features based on quality and comfort and product features based on environmental sensitivity"; extended product features were examined in "intangibility, status, image, socialization, price and requirement" dimensions. As a result of the analysis, it was determined that the five-factor personality model features positively and significantly affect the extraversion dimension, brand, abstraction, status, image, socialization, and required dimensions. It has been determined that the dimension of conscientiousness has a positive and significant effect on product features based on quality and comfort, product features based on after-sales services, product features based on environmental sensitivity, intangibility, status, price, and brand dimensions. It has been determined that the agreeableness dimension affects the product features, brand, and quality dimensions based on after-sales services in a negative sense, and the socialization dimension in a positive sense. It has been determined that the dimension of openness to experience negatively affects the dimension of product features based on after-sales services. It has been determined that the neuroticism dimension positively affects the dimensions of brand, intangibility, status, image, socialization, and requirement



Keywords
Five factor personality model, consumer behaviour



References