Background: One of the most important variables in business interactions is examining the relationship between consumer moral characteristics and personality with the intention to buy. The purpose of this study is to increase our understanding of purchasing motivation by analyzing when and how ethical traits (awareness of values) and personality traits (purchasing pleasure) affect purchasing intent through perception of benefit and ease of use.
Method: The present study was descriptive-correlational. The statistical population included people who had devices with Internet access. From the target population, a sample of 384 people was selected as available. The analysis tool was a researcher-made questionnaire and finally path analysis was used to test the indirect conditional effects.
Results: The results show that both awareness of values ​​in consumers and their purchase pleasure have an indirect positive effect on purchase intention. The results also show that borderline conditions need to be considered when examining the effect of moral and personality traits.
Conclusion: When trying to increase their base and achieve sales goals, retailers need to pay attention to the social and cultural values ​​of society and consider the moral and personality traits of users.