KİŞİLİK ÖZELLİKLERİ İLE ALGILANAN RİSK ARASINDAKİ İLİŞKİLERİN İNCELENMESİ ÜZERİNE BİR ARAŞTIRMA

Yıl 2008, Cilt: 22 Sayı: 2, 301 - 330, 27.11.2010

Arzu Deniz Aysel Erciş

Öz

Tüketici davranışlarının analiz edilmesi, etkili pazarlama
stratejilerinin geliştirilmesi ve uygulanabilmesi için önem arzetmektedir. Bunun
için de davranışları etkileyen faktörlerin incelenmesi gerekmektedir. Tüketici
davranışlarını etkileyen önemli faktörlerden biri kişiliktir. Kişilik özellikleri,
tüketicilerin satın alma öncesi/sonrası karar ve davranışları üzerinde etkili
olmaktadır. Kişilik gibi tüketici davranışlarını etkileyen ve yön veren bir başka
önemli faktör de algılamadır. Tüketiciler, sunulan ürün ya da hizmeti, markayı,
reklâmı vb. farklı kişilik özelliklerine sahip oldukları için farklı
algılamaktadırlar. Bu durum ürün ve hizmetlerle ilgili algılanan riskler için de
geçerlidir. Tüketiciler kişilik özelliklerine göre, ürün ve hizmetlerle ilgili farklı
riskler algılamaktadırlar. Araştırmanın ana kitlesini Erzurum merkez ilçede
yaşayan otomobil sahibi tüketiciler oluşturmuştur. Yapılan analiz sonucu
uyumlu, sorumluluk sahibi ve yeniliklere açık olan tüketicilerin otomobil satın
alma ve kullanma ile ilgili olarak daha çok performans riski ve psikolojik risk
algıladıkları belirlenmiştir.

Anahtar Kelimeler

Tüketici davranışı, Kişilik özellikleri, Algılanan riskler

Kaynakça

• Ackoff, Russell L.,Emshoff, James R., 1975, “Advertising Research At Anhevser-Busch”, (1963-68), Sloan Management Review 16:1-15
• Aghaee, Nasser-Ghasem, Ören, Tuncer, 2004, “Effects Of Cognitive Complexity İn Agent Stimulation”, Summer Computer Stimulation Conference, July 25–29, San Rose
• Alwitt, Linda F.,1991, “Consumer Personality Characteristics Can Help Quide Marketing And Crative Strategies”, Journal Of Direct Marketing, S.39-47, V5, N3
• Ashford, Ruth, Cuthbert, Peter, Shani, Peter, 1999, “Perceived Risk And Consumer Decision Making Related To Health Services: A Comparative Study”, Journal Of Nonprofit And Voluntary Sector Marketing, Vol5,No1
• Barlı, Önder, 2007, Davranış Bilimleri, Bizim Büro Basımevi Yayın-Dağıtım, Ankara
• Bauer, R.A., “Consumer Behaviour As Risk Taking”, Proceedings American Marketing Association (December 1960) In Cox, Donald F. (Ed), Risk Taking And Information Handling İn Consumer Behavior, Boston; Harvard Unıversity, 1967, 389-398
• Bovee, Courtland I., Houston, Micheal J., Thill, John V., 1995, Marketing, Second Edition , Mcgraw Hill
• Campbell, Margaret, Ronald, Goodstein, 2001, “The Moderating Effect Of Perceived Risk On Consumers’ Evaluations Of Product Incongruity: Preference For The Norm,” Journal Of Consumer Research, 28 (December), 439–49.
• Cemalcılar, İlhan, 1999, Pazarlama (Kavramlar-Kararlar), Beta A.Ş, İstanbul
• Chang, Chingching, 2001, “The Impact Of Personality Differences On Product Evaluations”, Advances İn Consumer Research, Vol:28, P.26
• Chaudhuri, Arjun, 1997, “Consumption Emotion And Perceived Risk: A Macro- Analytic Approach”, Journal Of Business Research, 39, P81–92
• Chen, Tser-Yieth, Chang, Hong-Sheng, 2005, “Reducing Consumer’s Perceived Risk Through Banking Service Quality Cues İn Taiwan”, Journal Of Business And Psychology, Vol:19, No: 4
• Chernyshenko, Sergeevich, 2001, “Applications Of İdeal Point Approaches To Scale Construction And Scoring İn Personality Measurement: The Development Of A Six-Faceted Measure Of Conscientiousness”, Bemidji State University, Phd Dissertation, Urbana, UMI
• Collins, Judith M., Gleaves,David H.,1998, “Race,Job Applicants And The Five Factor Model Of Personality:Implications For Black Psychology, Industrial/Organizational Psychology And The Five Factor Theory”, Journal Of Applied Psychology, Vol 83, No 4
• Cook, Vivian D., 2005, “An İnvestigation Of The Construct Validity Of The Big Five Construct Of Emotional Stability İn Relation To Job Performance, Job Satisfaction An Career Satisfacion”, The University Of Tennessee, Phd Dissertation, Knoxville, UMI
• Costa, Paul T.,Mc Crae, Robert R., 2000, “Revised Neo Personality Inventory”, Interpretive Report
• Demirkan, Selcen, 2006, “Özel Sektördeki Yöneticilerin Ve Çalışanların Bağlanma Stilleri, Kontrol Odağı, İş Doyumu Ve Beş Faktör Kişilik Özelliklerinin Araştırılması”, Yayınlanmamış Yüksek Lisans Tezi, Ankara Üniversitesi
• Dunn, Mark G., Murphy, Patrick E., Skelly,Gerald U., 1986, “The Influence Of Perceived Risk On Brand Preference For Supermarket Products”, Journal Of Retailing, Vol:62, Issue:2, P204
• Dunsmore, A.Jessica, 2005, “An Investigation Of The Predictive Validity Of Broad And Narrow Personality Traits İn Relation To Academic Achivement”, The University Of Tennessee, Phd Dissertation, , Knoxville, UMI
• Ehrler, J.David, 2005, “An Investigation Into The Relation Between Five Factor Model Of Personality And Academic Achivement İn Children”, The College Of Education Georgia State University , Phd Dissertation, Atlanta, Georgia, UMI,
• Evans, Franklin, 1961, “Reply: "You Stıll Can't Tell A Ford Owner From A Chevrolet Owner" The Journal Of Business, 34/1, P 67
• Evans, Joel R., Berman, Barry, 1997, Marketing, Seventh Edition, Prentice Hall International
• Featherman, Mavricia S. , Pavlov, Paul A. , 2003, “Predicting E-Services Adoption: A Perceived Risk Facest Perspective”, Int. J. Human- Computer Studies, 59, P451–474
• Forsythe, Sandra M., SHİ, Bo 2003, “Consumer Patronage And Risk Perceptions İn Internet Shopping, UMI
• Fraj, Elena, Martinez, Eva, 2006, “Influence Of Personality On Ecological Consumer Behaviour”, Journal Of Consumer Behavior, 5(16/181)
• Friday, Amy Susannah, 2004, “Criterion-Related Validity Of Big Five Adolescent Personality Traits”, The University Of Tennessee, Phd Dissertation, Knoxville, UMI
• Goldberg, Lewis R. , 1990, “An Alternative Description Of Personality”, The Big Five Factor Structure, Journal Of Personality And Social Psychology, V59, N6, 1216-1229
• Hankin, Benjamin, Lakdawalla Z. , Carter L., Abela J. , Adams P. , “Are Neuroticism, 2007, Cognitive Vulnerabilities And Self Esteem Overlapping Or Distinct Risks For Depression? Evidence From Exploratory And Confirmatory Factor Analyses”, Journal Of Social And Clinical Psychology, Vol 26, No 1, Pp.26–63
• Huang, Hazel H., July 2006, “Personality And Consumer Behavior”, 15th EDAMBA Summer Academy, France
• İslamoğlu, Ahmet Hamdi, 2003, Tüketici Davranışları, Beta A.Ş, İstanbul
• Karafakıoğlu, Mehmet, 2005, Pazarlama İlkeleri, Birinci Basım, Literatür Yayıncılık, İstanbul
• Kassarjian, Harold H. 1971, “Personality And Consumer Behaviour: A Rewiev” , Journal Of Marketing Research, Vol: 8, No: 4, Ss409
• Kehoe, Michael, 2002, “The Role Of Perceived Risk And Consumer Trust İn Relation To Online Shopping And Security”, Phd Dissertation, UMI
• Kehoe, Michael, 2002, “The Role Of Perceived Risk And Consumer Trust İn Relation To Online Shopping And Security”, Phd Dissertation, UMI
• Kim, Iksuk, 2001, “Investigating Effect Of Consumer’s Perceived Risk On Internet Shopping”, Phd Dissertation, UMI
• Kinnear, Thomas G., Berhhart, Kenneth L., Krentler, Kathleen A., 1995, Principles Of Marketing, Fourth Edition , Harper Collins College Puplishers
• Koç, Erdoğan, 2007, Tüketici Davranışı Ve Pazarlama Stratejileri, Seçkin Yayıncılık, Ankara
• Kokkonen, Marja, Pulkkinen, Lea, “Examination Of The Paths Between Personality Current Mood, It’s Evaluation And Emotion Regulation”, 2001, Journal Of Personality, 15, Ss.83–104
• Kotler, Philip, Armstrong, Gary, Sounders, John, Wang, Veronica,1999, Principles Of Marketing, Second European Edition, Prentice Hall Europe
• Larson, Dee Anne, 2001, “An Empirical Investigation Of The Relationship Between Perceived Risk, Information Search And Cognitive Dissanancec: A Closer Look At The Differences Between In-Home And In-Store Shopping, Missisippi State University, Phd Dissertation, UMI
• Lim, Nena, 2003, “Consumer’s Perceived Risk: Sources And Consequences”, Electronic Commerce Research And Application, 2, 216–228
• Loveland, J. Michael, 2004, “Cognitive Ağabeylity, Big Five And Narrow Personality Traits İn The Prediction Of Academic Performance”, The University Of Tennessee, Phd Dissertation, Knoxville, UMI
• Martinez, M.Thomas, 2005, “A Correlational Study Between The MMPI–2, PSY–5 And The 16PF Global Factors”, Azusa Pasific University, Phd Dissertation, California, UMI
• Miley, Patti K., 2001, “Perceived Risk For Shopping Via The Internet”, Phd Dissertation, Texas Woman’s Unıversity, Denton Texas, UMI
• Mitchell, V.W., 1998, “Arole For Consumer Risk Perceptions İn Grocery Retailing”, British Food Journal, 100/4, 171-183
• Morgan, Clifford T., 1999, Psikolojiye Giriş, 13. Baskı, Hacettepe Üniversitesi Psikoloji Bölümü Yayınları, Yayın No:1
• Murray, Keith B., Schlacter, John, 1990, “The Impact Of Services Versus Goods On Consumer’s Assesment Of Perceived Risk And Variability” Journal Of The Academy Of Marketing Science, 18(1), 51-65
• Ordun, Güven 2004, “Beş Temel Kişilik Özelliği Ve Alt Faktörlerinin Analizine İlişkin Bir Çalışma” , İstanbul Üniversitesi İşletme Fakültesi Dergisi, Kasım Sayı: 2, Cilt: 33, Ss 47–71
• Özer, Leyla, Gülpınar, Serdar, 2005, “Hizmet Sektöründe Tüketicilerin Algıladıkları Riskler: Hava Yolları Sektöründe Bir Uygulama”, Yayınlanmamış Yüksek Lisans Tezi, Hacettepe Üniversitesi,
• Parker, Elliott, 2002, “Perceived Risk And Risk Relievers İn Online Shopping. Cross-Cultural Differences İn Perceived Risk Of Online Shopping”, AESMC Conference Papers
• Paunonen, Sampo V., “Big Five Factors Of Personality And Replicated Predictions Of Behaviour”, Journal Of Personality And Social Psychology, 84(2), P411-424
• Paunonen, Sampo V., Ashton, Michael C., “Big Five Fcators And Facets And The Predication Of Behavior”, Journal Of Personality And Social Psychology, 81(3), P524-539
• Perry, Susan R., 2003, “Big Five Personality Traits And Work Drive As Predictors Of Adolescent Academic Performance”, The University Of Tennessee, Phd Dissertation, Knoxville, UMI
• Peter J. Paul, TARPEY Lawrence X., Jun 1975, “A Comparative Analysis Of Three Consumer Decision Strategies” , Journal Of Consumer Research, 2:1, P29
• Popielarz, Donald T., 1967, “An Exploration Of Perceived Risk And Willingness To Try New Products” , Journal Of Marketing Research, 4:4, P368
• Pride, William M., Ferrell, O,C., 2000, Marketing Houshton Mifflin Company Boston New York,
• Solomon, Michael, Bamossy, Gary, Askegaard, Soren, 2002, Consumer Behaviour-A European Pespective, Prentice Hall Inc.
• Somer, Oya, Goldberg, R.Lewis, 1999, “The Structure Of Turkish Trait- Descriptive Adjectives”, Journal Of Personality And Social Psychology, Vol:76, No:3, Ss. 431–450
• Somer, Oya, Korkmaz, Mediha, Tatar, Arkun, 2002, “Beş Faktör Kişilik Envanterinin Oluşturulması”, Türk Psikoloji Dergisi, 17 (49) , Ss. 21–33 Ölçek Ve Alt Ölçeklerin
• Srinivasan, Narasimhan, Ratchford Brian T., September 1991, “An Empirical Test Of A Model Of External Search For Automobiles”, Journal Of Consumer Research, 18:2, P233
• Stone, R.N. Ve GRØNHAUG, K. 1993, “Perceived Risk: Further Considerations For The Marketing Discipline”, European Journal Of Marketing, 27(3):39–50.
• Stone, Robert N., MASON, Barry J., 1995, “Attitude And Risk: Exploring The Relationship”, Psychology And Marketing, 12:2
• Sweeney, Jillian C., Soutar, Geoffrey N., Johnson, Lester W., 1999, “The Role Of Perceived Risk İn The Quality-Value Relationship: A Study İn A Retail Environment” Journal Of Retailing, V75/1, P77-105
• Şimşek, Özlem, 2006, “İnsan Dinamiği Kişilik Özelliklerinin İncelenmesine Yönelik Ölçek Geliştirtme Çalışması”, Yayınlanmamış Yüksek Lisans Tezi, Sakaya Üniversitesi
• Tichon, Mark A., 2005, “Personnel Selection İn The Transportation Sector: An İnvestigation Of Personality Traits İn Relation To Job Performance Of Delivery Drivers”, The University Of Tennessee, Phd Dissertation, Knoxville, UMI
• Tsai, Lien-Hsiang, 2003, “Relationships Between Personality Attributes And Internet Marketing”, A Dissertation, Alliant Internatıonal Unıversity, UMI
• Tuncer, Doğan, Arpacı, Tamer, Ayhan, Yaşar, Böge, Erinç, Üner, Mithat, 1992, Pazarlama, Gazi Yayınları, Ankara
• Turner, Jonathan E., 2003, “Proactive Personality And Big Five As Predictors Of Motivation To Learn”, Phd Dissertation, Old Dominion University, UMI
• Ünal, Sevtap, Erciş, Aysel, 2006, “Tüketicilerin Kişisel Değerlerinin Satın Alma Tarzları Üzerindeki Etkisi”, Ticaret Ve Turizm Eğitim Fakültesi Dergisi, Sayı 1, S 23–47
• Weathers, Peter, Daniel, 2002, “Purchase Channel And Product Characteristic Effects On Consumer Risk Perceptions”, Phd Dissertation, University Of South Carolina, UMI
• Yeung, Ruth M.W., Morris, Joe, 2006, “An Empirical Study Of The Impact Of Consumer Perceived Risk On Purchase Likelihood A Modelling Approach”, International Journal Of Consumer Studies, 30, P294- 305