Title: Evaluating the influence of individuals' personality characteristics on the preference of choosing and buying goods with an emphasis on the moderating role of mental involvement

Authors: Seyed Fathollah Amiri Aghdaie; Hamidreza Talaie; Paria Soltanpour

Addresses: Department of Management, University of Isfahan, Isfahan, Iran ' University of Tehran, Tehran, Iran ' Quality Management Research Group, Department of Management, University of Isfahan, Isfahan, Iran

Abstract: The present research evaluates the influence of individuals' personality characteristics on the preference of choosing and buying goods with an emphasis on the moderating role of mental involvement. The statistical population of this study is the customers of the Dillards chain store in Austin in the state of Texas in USA. Using the Schumacher and Lumax method, 256 people were selected as a statistical sample and a questionnaire was used to collect data. The collected data were analysed using SPSS and AMOS Software Version 24 with structural equation model. Based on the results, we can state that, among the personality characteristic of these customers, openness to experience, emotional stability, agreeableness and conscientiousness are the most effective ones to create mental involvement that indirectly lead to purchasing decision. Extraversion, agreeableness and conscientiousness also directly lead to consumer preferences.

Keywords: individual's personality characteristic; mental involvement; preference in buying; purchase decision.

DOI: 10.1504/IJPQM.2020.111676

International Journal of Productivity and Quality Management, 2020 Vol.31 No.4, pp.574 - 592

Received: 10 Jan 2019
Accepted: 02 Jul 2019
Published online: 09 Dec 2020 *

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