(Investigation of the Effect of Five Factor Personality Traits on Hedonic Consumption)

Abstract

Purpose – The aim of this study is to determine the personality traits of consumers and to understand the effect of hedonic consumption and to examine its multi-dimensional structure. In the literature, there are studies on the subject of personality traits in researches related to consumption and consumer behavior. However, in these studies, it is seen that consumption associates A and B personality or focuses on unplanned, impulse purchasing. In this sense, the study is important in terms of examining the effect of five-factor personality traits on hedonic consumption. Design/methodology/approach – In this study, Five Factor Personality Inventory and hedonic consumption scale were used, and thus, the effects of personality types on the sub-dimensions of hedonic consumption were tried to be determined. The research was carried out in the form of a questionnaire in two shopping centers in Çankaya, the most populous district of Ankara, between May and September 2019. The research participants consisted of 370 people over the age of 18 who declared that they had purchasing power. In line with the literature examined, it was acted with the assumption that hedonic motives predominate rather than utilitarian motives in consumers' shopping and that they make consumption to enjoy. For this reason, especially a product group is not specified, and recent shopping experiences are considered in order to analyze general consumption behaviors. Findings – The findings show that the personality types of consumers have various effects on hedonic consumption dimensions. Especially the extroverted personality trait has been found to have an effect on more than one sub-dimension of hedonic consumption. Discussion – The results obtained from this research show that the correct determination of the personality traits of the consumers who shop with hedonic motives and the determination of the marketing mix elements for this purpose can provide a competitive advantage to the enterprises.