The effect of personality traits and mood on purchasing behavior

The globalizing economy and changing and developing market conditions cause the importance of the marketing function to increase gradually. Companies focus on the factors that affect the purchasing behavior of consumers in order to increase sales potential and customer satisfaction due to the increase in competition and a significant decrease in quality differences in products and services. The fact that the shopping experience is relaxed in some cases and getting rid of a negative mood or rewarding the person as self-rewarding highlights the consumption-oriented psychological factors as worthy of research. Consumers' personality traits and pre-purchase emotions have become an important issue to be emphasized by both companies and researchers, as they guide their purchasing behavior. The main purpose of the research was to determine the effect of impulse buying, time spent in the store, money spent, satisfaction and intention to become a customer again with the psychological structures (personality characteristics, mood) that affect the shaping of consumer behavior as a result of the literature review conducted considering this situation. As a result of the studies in the literature, a questionnaire was created to measure the mood and personality characteristics of consumers before purchasing. The fact that consumers often act with their emotions in shopping and try to enjoy shopping experience is related to the hedonic dimension of consumption. In recent years, a survey has been carried out in convenience sampling method in a cosmetics store, which has been determined by the assumption that the consumption of cosmetics among both women and men and the evaluation of cosmetic products within the scope of hedonic consumption. In addition to descriptive statistics, exploratory and confirmatory factor analyzes were used to test the validity and reliability of the model. Structural Equation Modeling (SEM) technique was used to test the structural validity of the proposed model. As a result of the analyzes, it was seen that extraversion, compatibility and emotional balance dimensions had a significant effect on mood. It has been understood that the dimensions of extraversion, compatibility and openness to innovation are effective on purchasing behavior. In addition, it was determined that mood has a partial mediator role in the effect of extraversion on purchasing behavior.