KİŞİLİK ÖZELLİKLERİNİN İÇGÜDÜSEL SATIN ALMA DAVRANIŞLARINA YANSIMASI

Öz

Tüketicilerin satın alma nedenlerini öğrenmek işletmeler için zorunlu hale gelmiştir. Bir işletme, pazarda başarılı olabilmek ve diğer işletmelerden farklı olabilmek için pazardaki tüketicileri tanımak ve araştırmak zorundadır. Tanıma sürecinde sadece demografik özelliklerin bilinmesi yeterli değildir. Demografik özelliklerin yanı sıra tüketicilerin algı, tutum, motivasyon ve kişilik gibi satın alma davranışlarını etkileyen psikolojik faktörlerin de araştırılması gerekmektedir. Bu psikolojik faktörlerden biri olarak içgüdüsel satın alma, tüketicilerin ihtiyaç duymadıkları fakat satın almaya karşı koyamadıkları bir satın alma sürecidir. Bu çalışma, kişilik özelliklerinin içgüdüsel satın alma davranışına etkisini ölçme amaçlı gerçekleştirilmiştir.

Anahtar Kelimeler

• : Kişilik,Kişilik Özellikleri,Tüketici Davranışları,İçgüdüsel Satın Alma,Beş Faktör Kişilik

REFLECTION OF PERSONALITY TRAITS ON IMPULSIVE BUYING BEHAVIOR

Öz

It is compulsory for enterprises to learn the reasons for consumers' buying. An enterprise must be able to recognize and investigate consumers to be successful in the market and be different from other businesses. It is not enough to know only the demographic characteristics during the recognition process. In addition to demographic characteristics, psychological factors that affect consumers' purchasing behaviors such as perception, attitude, motivation and personality should be investigated. Impulsive buying as one of these psychological factors is a buying process where consumers do not need but cannot resist purchasing. This study was conducted to measure the effect of personality traits on impulsive buying behavior.

Anahtar Kelimeler

• Personality,Personality Traits,Consumer Behavior,Impulsive Buying,Five Factor Personality Model

Kaynakça

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