Sport Management Journal

The Role of Personality Traits on Purchase Intention of Sport Consumers (Providing a Structural Model)

Document Type : Research Paper

Authors

Zeinab Naghiloo
Fereshte Kotobi
Majid Namvar

Department of Physical Education, University of Farhangian, Tehran, Iran.

https://doi.org/10.22059/jsm.2021.320914.2700
Abstract
Provide a Structural Model of Personality Traits and Purchase Intention of Sport Consumer

Abstract
Introduction: The purpose of this study was to investigate the role of personality in the purchase intention of sport consumers.
Methods: This is an applied, descriptive research and contemporary in terms of time. Based on Cochran's formula, 350 people were selected by multi-stage cluster sampling method among the physical education students in the central provinces of Iran (Isfahan, Yazd, Semnan and Chaharmahal and Bakhtiari) who answered four questionnaires: Openness to Experience, Fantasy-Proneness, Visual Processing Style and Purchase Intention (with approved validity and acceptable reliability). The data were analyzed at two levels of descriptive and inferential with the method of structural equation modeling and the proposed research model.
Results: The results showed that the relationship between openness to experience and visual processing style with the purchase intention was significant, but there was no significant relationship with the fantasy-proneness
Conclusion: This study showed that personality variables are important factors for consumer research and their potential roles need more attention of researchers and sport marketers. Therefore, managers and those involved in sports markets can take steps to predict the behavior of consumers, how to lead and dominate the market by examining and understanding the personality nature of their customers.
Keywords:
Fantasy-Proneness, Openness to Experience, Purchase Intention, Sport Consumer, Visual Processing Style,

Keywords

Fantasy-proneness
openness to experience
purchase intention
Sport consumer
Visual processing style
Allport GW. Pattern and growth in personality. 1961.
Babaei M, Ahadi P. studying the relationship between personality characteristics and buying behavior of Internet users in Iran. Journal of Information Technology Management. 2010;2(4):39-58. (In Persian).
Bachleda C, Fakhar A, Hlimi L. Sunscreen purchase intention amongst young Moroccan adults. International Journal of Academic Research in Business and Social Sciences. 2012;2(5):132.
Bakhshizadeh KKR, Morteza. Rezaeian Akbarzadeh, Saman. The effect of mental involvement and personality traits on the immediate purchase of clothing. Journal of Rehabilitation Management, University of Tehran. 2016;8(1):29-46. (In Persian).
Bellini S, Cardinali MG, Grandi B. A structural equation model of impulse buying behaviour in grocery retailing. Journal of Retailing and Consumer Services. 2017;36:164-71.
Christensen AP, Cotter KN, Silvia PJ. Reopening openness to experience: A network analysis of four openness to experience inventories. Journal of Personality Assessment. 2019;101(6):574-88.
Connelly BS, Ones DS, Davies SE, Birkland A. Opening up openness: A theoretical sort following critical incidents methodology and a meta-analytic investigation of the trait family measures. Journal of Personality Assessment. 2014;96(1):17-28.
Endler NS, Rosenstein AJ. Evolution of the personality construct in marketing and its applicability to contemporary personality research. Journal of Consumer Psychology. 1997;6(1):55-66.
Funk DCDC. Consumer Behavior in Sports and Events: Marketing Action. Tehran: Hatami and Partners Publishing Co.; 2013.
Funk DC. Introducing a Sport Experience Design (SX) framework for sport consumer behaviour research. Sport Management Review. 2017;20(2):145-58.
Gangai K, Agrawal R. The influence of personality traits on consumer impulsive buying behaviour. International Journal of Marketing and Business Communication. 2016;5(1).
Harris EG, Mowen JC. The influence of cardinal‐, central‐, and surface‐level personality traits on consumers' bargaining and complaint intentions. Psychology & Marketing. 2001;18(11):1155-85.
Kheiri B QM. The importance of satisfaction, Customer and measure it. Journal of Tadbir. 2011(182):24-9. (In Persian).
Khodami S, et al. Electronic Commerce and the Globalization of Small and Medium Businesses. Edition F, editor. Tehran: Behta Pajuhesh Publications; 2011.
Kotler PA, Gary. Principles of Marketing. Edition N, editor: Adabestan-Jahan No Publications; 2011.
Khojasteh Sorkhabadi M. Investigating the Impact of Ethical Awareness on Green Consumers 'Purchasing Behavior with the Mediating Role of Consumers' Purchasing Intent and Considering the Moderating Role of Consumer Personality Traits and Environmental Factors (Case Study: Consumers of Organic Agricultural Products in Mashhad): Attar Non-Profit Higher Education Institute of Mashhad.; 2019.(In Persian).
KumarJaind PSKS. Why consumers exaggerate in online reviews? Moral disengagement and dark personality traits. Journal of Retailing and Consumer Services. 2021;60 (102496).
Mahan JE. Investigating the Role of Personality in (Sport) Consumer Behavior 2008.
McDaniel SR, Lim C, Mahan III JE. The role of gender and personality traits in response to ads using violent images to promote consumption of sports entertainment. Journal of Business Research. 2007;60(6):606-12.
Miller DW, Hadjimarcou J, Miciak A. A scale for measuring advertisement-evoked mental imagery. Journal of Marketing Communications. 2000;6(1):1-20.
Mischel W. Toward an integrative science of the person. Annu Rev Psychol. 2004;55:1-22.
Mowen Jc. Consumer behavior: internal and external factors. . edition S, editor. Tehran: Ittehad: Aylar; 2014.
Mohammadzadeh Y. The effect of personality traits on the decision to buy sport consumers. Tabriz Tabriz University; 2019.
Schiffman LGK, Leslie Lazar. Consumer Behavior: Mehraban Publishing House; 2012.
Hawkins DB, Roger. Connie, Kenneth. Consumer Behavior. edition f, editor. Tehran: Sargol Publications; 2004.
Rickertsen A. consumer Behavior. Mehraban Publishing House; 2020.
Robbins SJ, Timothy. Organizational Behavior. Tehran: Nas Publishing. ; 2010.
Yangui A, Costa-Font M, Gil JM. The effect of personality traits on consumers’ preferences for extra virgin olive oil. Food Quality and Preference. 2016;51:27-38.
Seyed Javadin RE, Mohammad Rahim. Consumer behavior. Tehran Tehran University Press.; 2012.
Thomson P, Jaque VS. Creativity and the performing artist: Behind the mask: Academic Press; 2016.
Ramayah T, Lee JWC, Mohamad O. Green product purchase intention: Some insights from a developing country. Resources, conservation and recycling. 2010;54(12):1419-27.
de Souza LLF, de Freitas AAF. Consumer behavior of electronic games’ players: a study on the intentions to play and to pay. Revista de Administração. 2017;52(4):419-30.
Scheer F. The Influence of Personality on Hedonic and Utilitarian Shopping Motives and the Intention to Shop Online. 2014.
Zahedi AE. The relationship between personality traits and shopping behavior in Internet marketing. Lorestan University; 2012. (In Persian).
Orji MG, Sabo B, Abubakar MY, Usman AD. Impact of personality factors on consumer buying behaviour towards textile materials in south eastern Nigeria. International Journal of Business and Economics Research. 2017;6(1):7-18.
He X, Zhan W, Hu Y. Consumer purchase intention of electric vehicles in China: The roles of perception and personality. Journal of Cleaner Production. 2018;204:1060-9.
Rauschnabel PA, Brem A, Ivens BS. Who will buy smart glasses? Empirical results of two pre-market-entry studies on the role of personality in individual awareness and intended adoption of Google Glass wearables. Computers in Human Behavior. 2015;49:635-47.
Parsad NAPPVTP. Measuring personality congruency effects on consumer brand intentions in celebrity-endorsed brands. Journal of Consumer Marketing ahead-of-print (ahead-of-print). 2021;38(3): 251-61.
Lin W, Ortega DL, Caputo V, Lusk JL. Personality traits and consumer acceptance of controversial food technology: A cross-country investigation of genetically modified animal products. Food Quality and Preference. 2019;76:10-9.
J.WrightbJonathanElmsa A. Investigating the impact of shopper personality on behaviour in immersive Virtual Reality store environments. Journal of Retailing and Consumer Services. 2021;61. (102581).
Mohammadi F. Study of factors effect on online shopping according to consumer values and role of consumer’s personality features. Yazd University; 2015. (In Persian).
Sharifhasan F. Investigating The Impact of Personality Traits and Hedonic Values on Internet Shopping Intention with the Mediating Role of Attitude Toward Internet Shopping (Case Study: Internet Buyers of Electronic Devices in Tehran). Semnan University; 2015. (In Persian).
Davari AR, Ali Structural equation modeling with PLS software. Tehran: University Jahad Publications; 2013. (In Persian).
Fornell C, Larcker DF. Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research. 1981;18(1):39-50.
Cronbach LJ. Coefficient alpha and the internal structure of tests. psychometrika. 1951;16(3):297-334.
Cohen J. Statistical power analysis for the behavioral sciences: Academic press; 2013.
Gefen D, Straub D. A practical guide to factorial validity using PLS-Graph: Tutorial and annotated example. Communications of the Association for Information systems. 2005;16(1):5.
Sarker S, Bose TK, Palit M, Haque ME. Influence of personality in buying consumer goods-a comparative study between neo-Freudian theories and trait theory based on Khulna region. International Journal of Business and Economics Research. 2013;2(3):41-58.
Küster I, Vila N. Health/Nutrition food claims and low-fat food purchase: Projected personality influence in young consumers. Journal of functional foods. 2017;38:66-76.
Ardebili AT, Rickertsen K. Personality traits, knowledge, and consumer acceptance of genetically modified plant and animal products. Food Quality and Preference. 2020;80:103825.
Wang YJ, Minor MS. Validity, reliability, and applicability of psychophysiological techniques in marketing research. Psychology & Marketing. 2008;25(2):197-232.
 
Sport Management Journal
Volume 14, Issue 3
Autumn 2022
Pages 216-201

  • Receive Date 20 March 2021
  • Revise Date 06 July 2021
  • Accept Date 09 July 2021

Home

Guide for Authors

Submit Manuscript

Reviewers

Contact Us