Big Five Factors

Hypothesis

Verification Results

Extraversion

H1

Extraversion does not influence purchase intentions for the three food brands surveyed.

Supports hypothesis

H2

Extraversion does not influence purchase intentions for the three car brands surveyed.

Supports hypothesis

Agreeableness

H3

Agreeableness does not influence purchase intentions for the three food brands surveyed.

Supports hypothesis

H4

Agreeableness does not influence purchase intentions for the three car brands surveyed.

Supports hypothesis

Conscientiousness

H5

The low quartile of Conscientiousness shows higher purchase intentions for the three food brands surveyed than the high quartile.

Does not support hypothesis

H6

The low quartile of Conscientiousness shows higher purchase intentions for the three car brands surveyed than the high quartile.

Does not support hypothesis

Neuroticism

H7

Neuroticism does not influence purchase intentions for the three food brands surveyed.

Supports hypothesis

H8

Neuroticism does not influence purchase intentions for the three car brands surveyed.

Partially supports hypothesis

Openness to Experience

H9

The high quartile of Openness to Experience shows higher purchase intentions for the three food brands surveyed than the low quartile.

Partially supports hypothesis

H10

The high quartile of Openness to Experience shows higher purchase intentions for the three car brands surveyed than the low quartile.

Supports hypothesis