The current research examines the
personality characteristics and emotional intelligence of
young adult consumers who shop through social media.
Consumer behaviour has long piqued the research
community's curiosity. Contemporary customer
behavior analysis considers a wide variety of influences
affecting the consumer and recognizes a wide variety of
buying behaviors other than shopping. Due to the fact
that online sales are now an everyday occurrence, it is
beneficial to research online customers who are social
media users who shop via social media. Personality traits
and emotional characteristics, as described in emotional
intelligence, are two critical components that affect
consumer behaviour. Emotional intelligence is a
component of personality and intellectual ability that is
inherited by one's parents and grows - develops over
one's lifespan. The term "personality" refers to the
pattern of emotions, feelings, and actions that
distinguishes individuals from one another. These have
an effect on how an individual thinks, feels, and behaves
against itself and others.
The results were gathered by having participants
complete the self-report questionnaire Trait Emotional
Intelligence (TEIQue) for emotional intelligence and
Eysenck Personality Questionnaire (EPQ) for
personality characteristics associated with personality
disorders. The collected data were then chosen for
review, undergoing necessary transformations to ensure
that they were in a format appropriate for
implementation of the respective machine learning
algorithms provided in the R Software.
Additionally, the appropriate set of algorithm
parameters was calculated based on the implementation
scenario in order to generate inference rules. Several
algorithms were introduced in response to particular
research concerns, including classification algorithms for
the generation of decision trees based on the four more
general factors of emotional intelligence (welfare, selfcontrol, emotionality, and sociability), as well as
personality characteristics of social network users.
Following a weighting and criterion-based analysis, the
findings obtained present consumers' ratings, which are
used to determine the degree of emotional intelligence
and personality traits. Personality and emotional
intelligence indices may be critical in elucidating social
network users' consumer behaviour.
Keywords : Consumer Behaviour, Emotional Intelligence, Personality, Data Mining.