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

Yıl 2022, Cilt: 31 Sayı: 1, 266 - 278, 30.04.2022
https://doi.org/10.35379/cusosbil.1032040

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.

Kaynakça

  • Aljukhadar, M., & Senecal, S. (2011). "Segmenting the online consumer market", Marketing Intelligence & Planning, Vol. 29 No. 4, p. 421-435.
  • Avornyo, P., Fang, J., Antwi, C. O., Aboagye, M. O., & Boadi, E. A. (2019). Are customers still with us? The influence of optimum stimulation level and IT-specific traits on mobile banking discontinuous usage intentions. Journal of Retailing and Consumer Services, 47, 348-360.
  • Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of personality and social psychology, 51(6), 1173.
  • Baumgartner, H., & Steenkamp, J. B. E. (1996). Exploratory consumer buying behavior: Conceptualization and measurement. International journal of Research in marketing, 13(2), 121-137.
  • Blackburn, R. (1969). Sensation seeking, impulsivity, and psychopathic personality. Journal of consulting and clinical psychology, 33(5), 571.
  • Boedeker, M. (1995)., Optimum Stimulation Level and Recreational Shopping Tendency", in E European Advances in Consumer Research Volume 2, eds. Flemming Hansen, Provo, Association for Consumer Research, Pages: 372-380.
  • Chandon, P., Wansink, B., & Laurent, G. (2000). A benefit congruency framework of sales promotion effectiveness. Journal of marketing, 64(4), 65-81.
  • Costa, P. T., & McCrae, R. R. (1992). Normal personality assessment in clinical practice: The NEO Personality Inventory. Psychological assessment, 4(1), 5.
  • Dabholkar, P. A., & Bagozzi, R. P. (2002). An attitudinal model of technology-based self-service: moderating effects of consumer traits and situational factors. Journal of the academy of marketing science, 30(3), 184-201.
  • Dhar, J., & Jha, A. K. (2014). Analyzing social media engagement and its effect on online product purchase decision behavior. Journal of Human Behavior in the Social Environment, 24(7), 791-798.
  • Dickson, P. R. (2000). Understanding the trade winds: The global evolution of production, consumption, and the Internet. Journal of Consumer Research, 27(1), 115-122.
  • Flynn, L. R., Goldsmith, R. E., & Eastman, J. K. (1996). Opinion leaders and opinion seekers: Two new measurement scales. Journal of the academy of marketing science, 24(2), 137-147.
  • Ghani, J. A., & Deshpande, S. P. (1994). Task characteristics and the experience of optimal flow in human computer interaction. The Journal of psychology, 128(4), 381-391.
  • Gu, R., Jiang, Z., Oh, L. B., & Wang, K. (2018). Exploring the impact of optimum stimulation level on individual perceptions of IT innovations: a trait hierarchical model perspective. ACM SIGMIS Database: the DATABASE for Advances in Information Systems, 49(1), 67-92.
  • Guido, G., Capestro, M., & Peluso, A. M. (2007). Experimental shopping analysis of consumer stimulation and motivational states in shopping experiences. International Journal of Market Research, 49(3), 365-386.
  • Hanna, N., & Wagle, J. S. (1988). Who is your satisfied customer? Journal of Services Marketing, Journal of Services Marketing, Vol. 2 No. 3, pp. 5-13.
  • He, W. J., Wong, W. C., & Hui, A. N. N. (2017). Emotional reactions mediate the effect of music listening on creative thinking: Perspective of the arousal-and-mood hypothesis. Frontiers in psychology, 8, 1680.
  • Hong, I. B., & Cha, H. S. (2013). The mediating role of consumer trust in an online merchant in predicting purchase intention. International Journal of Information Management, 33(6), 927-939.
  • Koo, D. M., & Ju, S. H. (2010). The interactional effects of atmospherics and perceptual curiosity on emotions and online shopping intention. Computers in Human Behavior, 26(3), 377-388.
  • Korzaan, M. L. (2003). Going with the flow: Predicting online purchase intentions. Journal of Computer Information Systems, 43(4), 25-31.
  • Kwak, H., Fox, R. J., & Zinkhan, G. M. (2002). What products can be successfully promoted and sold via the internet?. Journal of advertising research, 42(1), 23-38.
  • Langelaan, S., Bakker, A. B., Van Doornen, L. J., & Schaufeli, W. B. (2006). Burnout and work engagement: Do individual differences make a difference?. Personality and individual differences, 40(3), 521-532.
  • Legohérel, P., Daucé, B., Hsu, C. H., & Ranchhold, A. (2009). Culture, time orientation, and exploratory buying behavior. Journal of International Consumer Marketing, 21(2), 93-107.
  • Lepp, A., & Gibson, H. (2008). Sensation seeking and tourism: Tourist role, perception of risk and destination choice. Tourism Management, 29(4), 740-750.
  • Ludvigh, E. J., & Happ, D. (1974). Extraversion and preferred level of sensory stimulation. British Journal of Psychology, 65(3), 359-365.
  • Mahatanankoon, P. (2007). The effects of personality traits and optimum stimulation level on text-messaging activities and m-commerce intention. International Journal of Electronic Commerce, 12(1), 7-30.
  • Maignan, I., & Lukas, B. A. (1997). The nature and social uses of the Internet: A qualitative investigation. Journal of Consumer Affairs, 31(2), 346-371.
  • Matzler, K., Bidmon, S., & Grabner‐Kräuter, S. (2006). Individual determinants of brand affect: the role of the personality traits of extraversion and openness to experience. Journal of product & brand management.
  • McAlister, L., & Pessemier, E. (1982). Variety seeking behavior: An interdisciplinary review. Journal of Consumer research, 9(3), 311-322.
  • McCrae, R. R., & Costa Jr, P. T. (1989). Reinterpreting the Myers‐Briggs type indicator from the perspective of the five‐factor model of personality. Journal of personality, 57(1), 17-40.
  • Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. the MIT Press.
  • Menon, S., & Kahn, B. E. (1995). The impact of context on variety seeking in product choices. Journal of Consumer Research, 22(3), 285-295.
  • Moe, W. W. (2003). Buying, searching, or browsing: Differentiating between online shoppers using in-store navigational clickstream. Journal of consumer psychology, 13(1-2), 29-39.
  • Novak, T. P., Hoffman, D. L., & Yung, Y. F. (1996). Modeling the structure of the flow experience.
  • Orth, U. R., & Bourrain, A. (2005). Optimum stimulation level theory and the differential impact of olfactory stimuli on consumer exploratory tendencies, Advances in Consumer Research Volume 32, Pages: 613-619.
  • Picazo-Vela, S., Chou, S. Y., Melcher, A. J., & Pearson, J. M. (2010). Why provide an online review? An extended theory of planned behavior and the role of Big-Five personality traits. Computers in Human Behavior, 26(4), 685-696.
  • Raju, P. S. (1980). Optimum stimulation level: Its relationship to personality, demographics, and exploratory behavior. Journal of consumer research, 7(3), 272-282.
  • Raju, J. S. (1995). Theoretical models of sales promotions: Contributions, limitations, and a future research agenda. European Journal of Operational Research, 85(1), 1-17.
  • Richard, M. O., & Chandra, R. (2005). A model of consumer web navigational behavior: conceptual development and application. Journal of business Research, 58(8), 1019-1029.
  • Richard, M. O., & Chebat, J. C. (2016). Modeling online consumer behavior: Preeminence of emotions and moderating influences of need for cognition and optimal stimulation level. Journal of Business Research, 69(2), 541-553.
  • Rolland, J. P. (2002). The cross-cultural generalizability of the Five-Factor model of personality.
  • Rohm, A. J., & Swaminathan, V. (2004). A typology of online shoppers based on shopping motivations. Journal of business research, 57(7), 748-757.
  • Rowley, J. (2000). Product search in e‐shopping: a review and research propositions. Journal of consumer marketing.
  • Steenkamp, J. B. E., & Baumgartner, H. (1992). The role of optimum stimulation level in exploratory consumer behavior. Journal of consumer research, 19(3), 434-448.
  • Raja, U., Johns, G., & Ntalianis, F. (2004). The impact of personality on psychological contracts. Academy of management Journal, 47(3), 350-367.
  • Smith, D. N., & Sivakumar, K. (2004). Flow and Internet shopping behavior: A conceptual model and research propositions. Journal of Business Research, 57(10), 1199-1208.
  • Steenkamp, J. B. E., & Baumgartner, H. (1995). Development and cross-cultural validation of a short form of CSI as a measure of optimum stimulation level. International Journal of Research in Marketing, 12(2), 97-104.
  • Steenkamp, J. B. E., & Burgess, S. M. (2002). Optimum stimulation level and exploratory consumer behavior in an emerging consumer market. International Journal of Research in Marketing, 19(2), 131-150.
  • Thoms, P., Moore, K. S., & Scott, K. S. (1996). The relationship between self‐efficacy for participating in self‐managed work groups and the big five personality dimensions. Journal of Organizational Behavior, 17(4), 349-362.
  • Thoman, D. B., Sansone, C., & Pasupathi, M. (2007). Talking about interest: Exploring the role of social interaction for regulating motivation and the interest experience. Journal of Happiness Studies, 8(3), 335-370.
  • Tsao, W. C., & Chang, H. R. (2010). Exploring the impact of personality traits on online shopping behavior. African journal of business management, 4(9), 1800-1812.
  • Wolfinbarger, M., & Gilly, M. C. (2001). Shopping online for freedom, control, and fun. California management review, 43(2), 34-55.
  • Venkatraman, M. P., & MacInnis, D. J. (1985). The epistemic and sensory exploratory behavior of hedonic and cognitive consumers. ACR North American Advances.
  • Zhao, H., & Seibert, S. E. (2006). The big five personality dimensions and entrepreneurial status: A meta-analytical review. Journal of applied psychology, 91(2), 259.

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

Yıl 2022, Cilt: 31 Sayı: 1, 266 - 278, 30.04.2022
https://doi.org/10.35379/cusosbil.1032040

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.

Kaynakça

  • Aljukhadar, M., & Senecal, S. (2011). "Segmenting the online consumer market", Marketing Intelligence & Planning, Vol. 29 No. 4, p. 421-435.
  • Avornyo, P., Fang, J., Antwi, C. O., Aboagye, M. O., & Boadi, E. A. (2019). Are customers still with us? The influence of optimum stimulation level and IT-specific traits on mobile banking discontinuous usage intentions. Journal of Retailing and Consumer Services, 47, 348-360.
  • Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of personality and social psychology, 51(6), 1173.
  • Baumgartner, H., & Steenkamp, J. B. E. (1996). Exploratory consumer buying behavior: Conceptualization and measurement. International journal of Research in marketing, 13(2), 121-137.
  • Blackburn, R. (1969). Sensation seeking, impulsivity, and psychopathic personality. Journal of consulting and clinical psychology, 33(5), 571.
  • Boedeker, M. (1995)., Optimum Stimulation Level and Recreational Shopping Tendency", in E European Advances in Consumer Research Volume 2, eds. Flemming Hansen, Provo, Association for Consumer Research, Pages: 372-380.
  • Chandon, P., Wansink, B., & Laurent, G. (2000). A benefit congruency framework of sales promotion effectiveness. Journal of marketing, 64(4), 65-81.
  • Costa, P. T., & McCrae, R. R. (1992). Normal personality assessment in clinical practice: The NEO Personality Inventory. Psychological assessment, 4(1), 5.
  • Dabholkar, P. A., & Bagozzi, R. P. (2002). An attitudinal model of technology-based self-service: moderating effects of consumer traits and situational factors. Journal of the academy of marketing science, 30(3), 184-201.
  • Dhar, J., & Jha, A. K. (2014). Analyzing social media engagement and its effect on online product purchase decision behavior. Journal of Human Behavior in the Social Environment, 24(7), 791-798.
  • Dickson, P. R. (2000). Understanding the trade winds: The global evolution of production, consumption, and the Internet. Journal of Consumer Research, 27(1), 115-122.
  • Flynn, L. R., Goldsmith, R. E., & Eastman, J. K. (1996). Opinion leaders and opinion seekers: Two new measurement scales. Journal of the academy of marketing science, 24(2), 137-147.
  • Ghani, J. A., & Deshpande, S. P. (1994). Task characteristics and the experience of optimal flow in human computer interaction. The Journal of psychology, 128(4), 381-391.
  • Gu, R., Jiang, Z., Oh, L. B., & Wang, K. (2018). Exploring the impact of optimum stimulation level on individual perceptions of IT innovations: a trait hierarchical model perspective. ACM SIGMIS Database: the DATABASE for Advances in Information Systems, 49(1), 67-92.
  • Guido, G., Capestro, M., & Peluso, A. M. (2007). Experimental shopping analysis of consumer stimulation and motivational states in shopping experiences. International Journal of Market Research, 49(3), 365-386.
  • Hanna, N., & Wagle, J. S. (1988). Who is your satisfied customer? Journal of Services Marketing, Journal of Services Marketing, Vol. 2 No. 3, pp. 5-13.
  • He, W. J., Wong, W. C., & Hui, A. N. N. (2017). Emotional reactions mediate the effect of music listening on creative thinking: Perspective of the arousal-and-mood hypothesis. Frontiers in psychology, 8, 1680.
  • Hong, I. B., & Cha, H. S. (2013). The mediating role of consumer trust in an online merchant in predicting purchase intention. International Journal of Information Management, 33(6), 927-939.
  • Koo, D. M., & Ju, S. H. (2010). The interactional effects of atmospherics and perceptual curiosity on emotions and online shopping intention. Computers in Human Behavior, 26(3), 377-388.
  • Korzaan, M. L. (2003). Going with the flow: Predicting online purchase intentions. Journal of Computer Information Systems, 43(4), 25-31.
  • Kwak, H., Fox, R. J., & Zinkhan, G. M. (2002). What products can be successfully promoted and sold via the internet?. Journal of advertising research, 42(1), 23-38.
  • Langelaan, S., Bakker, A. B., Van Doornen, L. J., & Schaufeli, W. B. (2006). Burnout and work engagement: Do individual differences make a difference?. Personality and individual differences, 40(3), 521-532.
  • Legohérel, P., Daucé, B., Hsu, C. H., & Ranchhold, A. (2009). Culture, time orientation, and exploratory buying behavior. Journal of International Consumer Marketing, 21(2), 93-107.
  • Lepp, A., & Gibson, H. (2008). Sensation seeking and tourism: Tourist role, perception of risk and destination choice. Tourism Management, 29(4), 740-750.
  • Ludvigh, E. J., & Happ, D. (1974). Extraversion and preferred level of sensory stimulation. British Journal of Psychology, 65(3), 359-365.
  • Mahatanankoon, P. (2007). The effects of personality traits and optimum stimulation level on text-messaging activities and m-commerce intention. International Journal of Electronic Commerce, 12(1), 7-30.
  • Maignan, I., & Lukas, B. A. (1997). The nature and social uses of the Internet: A qualitative investigation. Journal of Consumer Affairs, 31(2), 346-371.
  • Matzler, K., Bidmon, S., & Grabner‐Kräuter, S. (2006). Individual determinants of brand affect: the role of the personality traits of extraversion and openness to experience. Journal of product & brand management.
  • McAlister, L., & Pessemier, E. (1982). Variety seeking behavior: An interdisciplinary review. Journal of Consumer research, 9(3), 311-322.
  • McCrae, R. R., & Costa Jr, P. T. (1989). Reinterpreting the Myers‐Briggs type indicator from the perspective of the five‐factor model of personality. Journal of personality, 57(1), 17-40.
  • Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. the MIT Press.
  • Menon, S., & Kahn, B. E. (1995). The impact of context on variety seeking in product choices. Journal of Consumer Research, 22(3), 285-295.
  • Moe, W. W. (2003). Buying, searching, or browsing: Differentiating between online shoppers using in-store navigational clickstream. Journal of consumer psychology, 13(1-2), 29-39.
  • Novak, T. P., Hoffman, D. L., & Yung, Y. F. (1996). Modeling the structure of the flow experience.
  • Orth, U. R., & Bourrain, A. (2005). Optimum stimulation level theory and the differential impact of olfactory stimuli on consumer exploratory tendencies, Advances in Consumer Research Volume 32, Pages: 613-619.
  • Picazo-Vela, S., Chou, S. Y., Melcher, A. J., & Pearson, J. M. (2010). Why provide an online review? An extended theory of planned behavior and the role of Big-Five personality traits. Computers in Human Behavior, 26(4), 685-696.
  • Raju, P. S. (1980). Optimum stimulation level: Its relationship to personality, demographics, and exploratory behavior. Journal of consumer research, 7(3), 272-282.
  • Raju, J. S. (1995). Theoretical models of sales promotions: Contributions, limitations, and a future research agenda. European Journal of Operational Research, 85(1), 1-17.
  • Richard, M. O., & Chandra, R. (2005). A model of consumer web navigational behavior: conceptual development and application. Journal of business Research, 58(8), 1019-1029.
  • Richard, M. O., & Chebat, J. C. (2016). Modeling online consumer behavior: Preeminence of emotions and moderating influences of need for cognition and optimal stimulation level. Journal of Business Research, 69(2), 541-553.
  • Rolland, J. P. (2002). The cross-cultural generalizability of the Five-Factor model of personality.
  • Rohm, A. J., & Swaminathan, V. (2004). A typology of online shoppers based on shopping motivations. Journal of business research, 57(7), 748-757.
  • Rowley, J. (2000). Product search in e‐shopping: a review and research propositions. Journal of consumer marketing.
  • Steenkamp, J. B. E., & Baumgartner, H. (1992). The role of optimum stimulation level in exploratory consumer behavior. Journal of consumer research, 19(3), 434-448.
  • Raja, U., Johns, G., & Ntalianis, F. (2004). The impact of personality on psychological contracts. Academy of management Journal, 47(3), 350-367.
  • Smith, D. N., & Sivakumar, K. (2004). Flow and Internet shopping behavior: A conceptual model and research propositions. Journal of Business Research, 57(10), 1199-1208.
  • Steenkamp, J. B. E., & Baumgartner, H. (1995). Development and cross-cultural validation of a short form of CSI as a measure of optimum stimulation level. International Journal of Research in Marketing, 12(2), 97-104.
  • Steenkamp, J. B. E., & Burgess, S. M. (2002). Optimum stimulation level and exploratory consumer behavior in an emerging consumer market. International Journal of Research in Marketing, 19(2), 131-150.
  • Thoms, P., Moore, K. S., & Scott, K. S. (1996). The relationship between self‐efficacy for participating in self‐managed work groups and the big five personality dimensions. Journal of Organizational Behavior, 17(4), 349-362.
  • Thoman, D. B., Sansone, C., & Pasupathi, M. (2007). Talking about interest: Exploring the role of social interaction for regulating motivation and the interest experience. Journal of Happiness Studies, 8(3), 335-370.
  • Tsao, W. C., & Chang, H. R. (2010). Exploring the impact of personality traits on online shopping behavior. African journal of business management, 4(9), 1800-1812.
  • Wolfinbarger, M., & Gilly, M. C. (2001). Shopping online for freedom, control, and fun. California management review, 43(2), 34-55.
  • Venkatraman, M. P., & MacInnis, D. J. (1985). The epistemic and sensory exploratory behavior of hedonic and cognitive consumers. ACR North American Advances.
  • Zhao, H., & Seibert, S. E. (2006). The big five personality dimensions and entrepreneurial status: A meta-analytical review. Journal of applied psychology, 91(2), 259.
Toplam 54 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Bölüm Makaleler
Yazarlar

Didem Demir 0000-0003-4589-8240

Hilal İnan 0000-0003-4321-0430

Yayımlanma Tarihi 30 Nisan 2022
Gönderilme Tarihi 3 Aralık 2021
Yayımlandığı Sayı Yıl 2022 Cilt: 31 Sayı: 1

Kaynak Göster

APA Demir, D., & İnan, H. (2022). THE EFFECT OF OPTIMUM STIMULATION LEVEL AND EXPLORATORY INFORMATION SEEKING ON ONLINE PURCHASE INTENTION. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 31(1), 266-278. https://doi.org/10.35379/cusosbil.1032040