บุคลิกภาพผู้บริโภค ความเชื่อโชคลาง และพฤติกรรมการซื้อเครื่องประดับหินสีมงคล

Abstract

This study aimed to investigate personalities, personal beliefs/ superstitions, and purchasing behavior of consumers while focusing on marketing factors and the relationships between these factors and their various impacts on purchasers of

lucky stones. This quantitative research was conducted by distributing questionnaires to 400 subjects who purchase and wear lucky stone accessories. The target group were purchasers, 18 years and above living in Bangkok. The participants were categorized into 5 groups based on the concepts of 5 personality traits including “Extraversion”, “Agreeableness”, “Conscientiousness”, “Neuroticism”, and “Openness”, as described by McCrae and Costa (1992).

The research found that the majority of the subjects who wear lucky stone accessories belonged to the “Extravert” personality type followed by the “Conscientious” type. It was found that participants believed that the gem stone bracelets aided in their work or education, love life, family, and health in order of influence.  In addition,   the major consideration for most subjects wearing bracelets  and  gemstones  was their design and physical appearance, for instance, shape and color. Furthermore, they tended to buy accessories not over 1,000 baht in value. Finally, the most popular place to purchase gem bracelets is department stores.

According to the research findings, “Extraversion”, “Neuroticism” and “Agreeableness”, are personality traits particularly related to consumers’ beliefs about the color of gem stone accessories. These were found to have an influence on purchasing behavior regardless of price. 

Furthermore, irrespective of personality traits, all  5 groups of subjects in the study  had varying access  to types of media and possessed various beliefs about health and family issues. Therefore their purchasing be- havior differed significantly. Finally, the 4 main concerns of this group of purchasers of gem stones were price, purchase outlets, and predictions and descriptions of astrologers about the compatibility between gem types and signs of the zodiac.