Investigating the effect of personality and the use of social media on price sensitivity (Case study of Ofogh Kourosh Mahshahr stores)
Subject Areas :فتانه یاراحمدی 1 * , mina khamisi pour 2
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Keywords: Personality Social media Price Sensitivity.,
Abstract :
Objective: The purpose of this research is to investigate the effect of personality and social media on price sensitivity in the stores of Ofogh Korosh Mahshahr.This research shows the consumer's personality traits, preferences and desirable value for the organization, the development of this insight by understanding the effect of the personality traits of customers helps the organization and its managers to make better decisions and change societies. Online brand according to the specific personality characteristics of customers increases their loyalty. Methodology: This research is a quantitative research based on the research method. Based on the nature and method, this research is included in the category of descriptive-survey and correlational research and it is cross-sectional in terms of time. The population of this research is an unlimited number of customers of Afog Korosh, which was estimated as a statistical sample of 384 people using Cochran's formula. In order to analyze the data, structural equation method and SMART PLS 3 software were used. Conclusion: The results of the research show that five main characteristics as elemental characteristics have an effect on price sensitivity as a situational characteristic. Among the five main characteristics that affect price sensitivity, openness, conscientiousness and adaptability have a negative effect, and extroversion and neuroticism have a positive effect on price sensitivity. In addition, this research shows the positive effect of using social media on price sensitivity. Originality: This article is taken from the thesis of Mrs Mina Khamisi.