Media-based and non media-based factors influencing purchase behavior and differences due to consumers’ personality

This paper aims to conduct a classification of influence factors on purchase behavior of customers regarding consumption goods. This classification is empirically tested by means of a factor analysis. Data is surveyed using event-contingent protocols, one form of the diary method. Over a couple of weeks, 86 test-subjects evaluated their purchases in terms of relevant influence factors. Altogether, the classification is based on 3,458 purchase evaluations. Particular attention is paid to the comparison between non media-based and media-based influence factors. 12 factors are extracted using Principal Component Analysis (PCA), 9 non media-based and 3 media-based influence factors. Among the media-based influence factors, neutral information transmitted through the media exerts the highest influence on purchase behavior, followed by TV and print advertising. Among the non media-based influence factors, the factor positive brand experience exerts the highest influence on purchase decisions, followed by the situational factor convenience purchase with low cognitive control.The paper further aims to test if personality influences the extracted factors affecting purchase behavior of consumers. Personality is analyzed on the basis of the NEO-FFI (five-factor model) by Costa and McCrae (1992). The five factors of the NEO-FFI are replicated. Cluster-analysis reveals four distinct consumer groups that differ with regard to their personality. The four personality groups show significant differences in all 12 factors. Results suggest that personality may well be suited for explaining which factors influence consumers’ purchase decisions.