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

This survey examines the effects of consumer's personality traits on buying behavior in retail stores. Research results show that consumer's personality traits can affect customer behavior. This study tests a model in the context of effects of consumer's 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 consumer's 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 consumer's 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 consumer's personality traits.