Multilevel analysis of the effect of social network quality at the society level on the relationship between customers' personality dimensions on mpulsive and Compulsive Buying Behaviors at the individual level in social networks

Document Type : Research Paper


1 Assistant Professor, Department Of business Administration Faculty of Management,Shahid Beheshti University, Tehran, Iran

2 جنت اباد شمالی خ انصارالمهدی خ ایرانشهر شمالی کوچه یاس ۱ پلاک ۱۶



Today, with the rapid growth of the Internet and mobile phone technologies, customers can shop at any time and place, the increase in online shopping due to a variety of marketing strategies such as advertising, etc. leads to unplanned and addictive purchases, so today shopping behaviors Instant and obsessive, has attracted the attention of marketing researchers. The purpose of this study is to measure the quality of the social network at the community level on the relationship between personality dimensions on impulse buying and obsessive shopping. In this research, a model based on people's preferences based on Myers and Briggs personality type dimensions is presented. The statistical population of the research consists of users of social networks. The research questionnaire was randomly distributed among 385 people from the statistical population, the research innovation in the implementation of this analysis is multi-level, the output of the HLM 7 software showed the multi-level relationships of the research variables. In this multilevel analysis, it is stated that the quality of the social network at the community level, the relationship of personality dimensions on impulse buying, and the relationship of personality dimensions on obsession in shopping at the individual level are effective. Most of the MBTI dimensions, except sensory and intuitiveness, influence online shopping obsessions, which means that MBTI can be an excellent tool for predicting addictive behaviors, such as online shopping obsessions, while logical, emotional, and judgmental personality dimensions influence impulse buying. They are effective that being rational and judgmental has a negative effect on immediate purchase.Conclusion and suggestions

The multi-level analysis of the quality of the social network at the community level strengthens the relationship between personality dimensions on impulse buying and obsession in the social network at the individual level, which was studied in this research due to its importance in organizations. The multi-level approach as an emerging paradigm and method is able to consider multi-level organizational phenomena and simultaneously analyze the effect of the studied phenomenon at a higher level and the effect of higher-level factors in the studied phenomenon. After analyzing the data collected in the current research, it was found that using the concept of social network quality can bring positive results such as the buying behavior of customers. The results of this research show that many personality types have not been investigated yet, and in fact, not much research has been done on personality types and the type of purchase; Both offline and online. Most of the research obtained about personality types has dealt with the factors of 5 big personality traits (5big) and consumer behavior. Therefore, the issue of introversion and extroversion in the type of consumer behavior has been the focus of researchers. Finally, it can be said that introversion, sensuality and intuition generally have no effect on buying behavior. Whether obsession with buying or immediate purchase. Also, extroverted and perceptive types have an effect on obsessive buying behavior in social networks, but they have no effect on immediate buying behavior.

Considering the results that are sometimes contradictory to the beliefs and theories of psychology and consumer behavior management, it seems that one should not take a biased view about the rejection of assumptions and make it a verdict. Because the statistical society, culture and economy at the time of conducting the research can have an effect on each of the hypotheses that we have examined.


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