التسوق عبر وسائل التواصل الاجتماعي والعوامل الخمسة الكبرى للشخصية وعلاقتهم بالسلوك الشرائي لدي طلاب الجامعة في ظل جائحة كورونا

Abstract EN

This research aims to study the relationship between shopping through social media and the big five factors of personality and purchasing behavior among university students and to study the relationship between purchasing behavior and both shopping through social media and the big five factors of personality according to a set of variables and verifying the predictability of purchasing behavior in light of shopping through social media and the big five factors of personality for university students.

the research tools included: the primary data form, questionnaire of shopping through social media, the list of the five major factors of personality, and the questionnaire of purchasing behavior.

the research was applied to a sample consisting of (188) students of the faculty of home economics, Menoufia university, aged (18-22) year old, in the first semester of the academic year (2021-2022).

the research results showed that there is a positive and statistically significant correlation between the scores of the sample members between the questionnaire of shopping through social media with its dimensions and the list of the big five factors of personality with its dimensions and the questionnaire of purchasing behavior with its dimensions at 0.01 level of significance and that shopping through social media and the big five factors of personality contribute to predicting the purchasing behavior of university students.