Relationship between psychological and personality traits with consumer behavior factors

Abstract

Introduction: Consumers are essential in the economic system because the economy practically collapses without effective their demand. Aim: This study examines the relationship between psychological and personality traits with consumer behavior factors. Method: The research method is descriptive-correlational. The population includes the consumers of sports clubs in Tehran in 2021-2022. Because of the infinite population and according to Morgan's table, 356 people were selected by random cluster sampling. The research tool is Costa and McCrae's (1992) Standard Personality Traits Questionnaire, Zhou's (2009) Consumer Behavior Questionnaire, and a researcher-made psychological traits questionnaire. Pearson correlation and regression coefficients in SPSS and Amos 23 are used to analyze the data. Results: The results showed that the relationship model of psychological and personality traits fits well with consumer behavior factors. Also, according to the results of the correlation test, there is a positive relationship between personality traits (extraversion, flexibility, adaptability, and conscientiousness) and psychological traits (perception, motivation, learning, attitude, psychology health, and cognitive intelligence) with consumer behavior factors (P≤0.05) and a significant negative relationship between psychosis and consumer behavior factors (p=0.001, rho=-0.586). Conclusion: The results showed that personality and psychological traits significantly affect consumer behavior. Therefore; psychological and personality variables related to consumer behavior should be taken into account.