Drawing on the theory of dogmatism and personality traits, this research examines the consumers' shopping behavior and intentions. We propose a model, which incorporates the precepts of stubbornness and retail purchasing conduct. Data were gathered from 446 shoppers in India and analyzed using partial least squares-structural equation modelling (PLS-SEM). The findings indicate that consumers' personality, purchaser conduct, narrowing conduct, and dependability influence their buying behavior. Moreover, consumers’ purchasing goals are influenced by assurance, customization, brand value, and social appeal. The study has practical implications for marketing managers who are focusing on customers with dogmatic behavior.

借鉴教条主义和人格特质理论，本研究考察了消费者的购物行为和意图。我们提出了一个模型，它结合了固执和零售购买行为的规则。从印度的 446 名购物者那里收集数据，并使用偏最小二乘结构方程模型 (PLS-SEM) 进行分析。调查结果表明，消费者的个性、购买者行为、狭隘行为和可靠性会影响他们的购买行为。此外，消费者的购买目标受到保证、定制、品牌价值和社会吸引力的影响。该研究对专注于具有教条行为的客户的营销经理具有实际意义。