Examining The Relationship between Customers' Personal Characteristics and Hedonic Consumption Behavior with Canonic Correlation Analysis, An Application on Women Academicians

The aim of this study is to examine the relationship between the personality traits of customers and hedonic consumption behaviors by using canonical correlation analysis. For this purpose, the relationship between the personality traits of female academics and hedonic consumption behavior was examined in the context of clothing shopping. Due to the time and cost constraints of the study, the entire population could not be reached, and using the terrestrial sampling method, female academicians working at Kütahya Dumlupınar University and Kütahya Health Sciences University were determined as the sample population. From this sample, 408 data were collected by questionnaire method. Reliability, validity, exploratory factor analysis, confirmatory factor analysis and canonical correlation analysis were performed on the collected data. As a result of the statistical analysis, a significant relationship was determined between the set of personality traits and the set of hedonic consumption behavior. It has been determined that the Sensitivity-Emotionality personality trait in the HEXACO personality model is both the personality trait that contributes the most to the set of personality traits and the personality trait most associated with the hedonic consumption behavior set. At the same time, it has been determined that the Role Shopping-Shopping to Make Others Happy sub-dimension of hedonic consumption behavior is both the sub-dimension that contributes the most to the hedonic consumption set and the most associated with the personality traits set.