The purpose of this study, we investigated the relationship of personality herpes Myers - Briggs (MBTI) with intention to purchase, image-obsessed and product knowledge to our customers and clients. Method for the purpose of research, Importance, applicable, a description of the method is to survey and analyze the data and software spss 19, lisrel 8/8 are used. The preferred applicants who purchase a Samsung phone is the city of ilam. ) Cluster sampling is (. Has an infinite number of samples according to the number of samples by using farmers - Morgan totaled 720 people. (Alpha-CD of Bach's entire relationship with the is 0/891). Has been investigated in order to investigate four hypotheses were formed to examine the relationship between personality type with a tendency to purchase, image-obsessed and focused on product knowledge and the values of 0/78, 0/61, 0/83, 0/89 respectively. Conclusions, Introverted people tend to buy less image-obsessed and deeper product knowledge are oriented towards people outside., And the wingers tend to be buying more and more in-depth product knowledge and involvement of mind and the image and l are lower.
کلید واژگان :Personality Type Myers - Briggs, Willingness to Buy, Brand Image, Product Knowledge, Product Involvement
ارزش ریالی : 300000 ریال
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