THE EFFECT OF OPTIMUM STIMULATION LEVEL AND EXPLORATORY INFORMATION SEEKING ON ONLINE PURCHASE INTENTION

Öz

The shopping activities of people via the internet vary according to different personality traits. The level of stimulation that occurs at different levels depending on their personality traits will be reflected in their exploratory search for information. In this study, it is aimed to determine how extroverted consumers affect their exploratory search for information and their online purchase intentions depending on their stimulation levels in online shopping processes. Both to fill the gap in the marketing literature and to create competitive advantage for companies the effect of exploratory information seeking tendencies, which emerged because of extroverted individuals' arousal, on online purchase intention was examined. Survey data were collected from 401 participants in Adana. With the structural equation model application, it was found that extroverted people with differences in arousal levels tended to seek exploratory information. It has also been found that these components influence online purchase intention. The theoretical and practical implications of the findings are discussed over the results of the research.

Anahtar Kelimeler

• Extroversion
• Optimum Stimulation Level
• Exploratory Information Seeking
• Online Purchase Intention.

OPTİMUM UYARILMA SEVİYESİ VE KEŞİFSEL BİLGİ ARAMANIN ÇEVRİMİÇİ SATIN ALMA NİYETİNE ETKİSİ

Öz

Kişilerin internet aracılığı ile gerçekleşen alışveriş faaliyetleri farklı kişilik özelliklerine göre değişiklik göstermektedir. Kişilik özelliklerine bağlı olarak farklı seviyelerde oluşan uyarılma düzeyi onların keşifsel bilgi arama arayışlarına yansıyacaktır. Bu çalışmada çevrimiçi alışveriş süreçlerinde dışadönük tüketicilerin uyarılma seviyelerine bağlı olarak keşifsel bilgi arama arayışlarını ve çevrimiçi satın alma niyetlerini nasıl etkilediğini belirlemek amaçlanmıştır. Hem pazarlama literatüründeki boşluğu doldurmak hem de şirketlere rekabet avantajı yaratmak amacıyla dışadönük bireylerin uyarılması sonucunda ortaya çıkan keşfedici bilgi arama eğilimlerinin çevrimiçi satın alma niyeti üzerindeki etkisi incelenmiştir. Anket verileri Adana'da 401 katılımcıdan toplanmıştır. Yapısal eşitlik modeli uygulaması ile uyarılma düzeyleri farklı olan dışadönük kişilerin keşfedici bilgi arama eğiliminde olduğu bulunmuştur. Ayrıca bu bileşenlerin çevrimiçi satın alma niyeti üzerinde etkisi olduğu tespit edilmiştir. Bulguların teorik ve pratik sonuçları, araştırma sonuçları üzerinden tartışılmaktadır.

Anahtar Kelimeler

• Dışadönüklük
• Optimum Uyarılma Düzeyi
• Keşifsel Bilgi Arama
• Çevrimiçi Satın Alma Niyeti.

Kaynakça

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