2020 - The effect of personality traits on consumer purchase: Intention implementation in licensed products

Nowadays, the sports industry is becoming increasingly important. Especially compared to other sports is more interested in the football field of sports in Turkey. In the research, it was observed that the participants supported Galatasaray 36.3%, Fenerbahçe 33.7%, and Beşiktaş 15.3%. The logo and symbol on the products of football teams are offered to consumers. When the consumers prefer the products their personality traits also can be effective. Consumers’ intention to purchase the products has been measured by big five personality inventories. The main aim of the research is to determine which of the big five personality traits of the consumers are more effective on the intention to purchase licensed products. Other objectives of the research are to determine whether there is a significant difference between the center of consumers and their big five personality traits. In addition, it is to investigate whether there is a significant relationship between the teams that consumers support and the purchase intent. This research was conducted with 380 students studying at Bülent Ecevit University in Zonguldak. Data were collected by face to face questionnaire. SPSS Version 22 program was used for analyzes. T test, ANOVA, regression methods were used for analyzes. As a result of the research, it was determined that women had more conscientiousness personality traits than men. On the other hand, it was revealed that men showed more openness to experience than women. It was concluded that openness to experience personality traits was more effective on consumer purchase intent than other personality traits.