The aim of this study was to investigate the relationship between personality traits and general health with addiction to purchase (obsessive purchase) among the students of Islamic Azad University of Yazd. Using personality traits and mental health variables as independent variables and addiction to purchase as the dependent variable, hypothesis of research is formed. The study was an applied research adopting a survey method and it was based on survey correlation using questionnaires. The statistical population of this research was students of business management. Simple random sampling method was used and a total valid sample of 224 was collected. Data analysis using the PLS software was done and the results showed that the trait neuroticism, flexibility, agreeableness trait, somatic symptoms and impaired social functioning as personality characteristics do not have significant effect on obsessive purchase but extraversion personality characteristic have a significant impact on obsessive purchase and the impact value is 0.20 and positive. Therefore, it can be concluded that as soon as the members have more extraversion characteristic, their obsessive purchase increases and compulsive personality trait has a significant impact on obsessive purchase. The impact value is 16.0 and negative; so we can conclude that if people have less responsibility, obsessive purchase will increase. Anxiety has a significant impact on obsessive purchase and the impact value is 24.0 and positive. So it can be stated that as soon as people have more anxiety, the obsessive purchase increases.
کلید واژگان :Relationship Marketing, Financial Mechanism, Relationship Quality, Customer Sentiment, Customer Loyalty
ارزش ریالی : 300000 ریال
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