THE EFFECT OF CONSUMER PERSONALITY CHARACTERISTICS AND TIME PRESSURE ON ONLINE SHOPPING INTENTION

Yıl 2018, Sayı: 56, 40 - 56, 27.04.2018

Alev Kocak Alan , Ebru Tümer Kabadayı Cansu Gökmen Köksal

Öz

Despite the widespread use of the
Internet and the ease of connecting to electronic networks at any time from
mobile devices, some consumers still cannot make online purchases because of
their personality characteristics. In this context, the object of this study is
to ascertain the personality characteristics of consumers who shop online and
how the pressure of time, which is one of the great difficulties on today's
consumers, affects on online shopping intention. An online questionnaire was
applied to 300 people who had done online shopping in the past and the results
were analyzed by regression analysis with SPSS 21. Three of the five hypotheses
proposed have been accepted. The result has been achieved as consumers who have
innovative and opinion leadership personality characteristics tend to shop
online and the time pressure have an important effect on online shopping
intention. Research limitations and suggestions for future studies are
discussed in the conclusion.

Anahtar Kelimeler

Consumer Innovativeness, Novelty Seeking Behavior, Personality Characteristics, Time Pressure, Online Shopping Intention

TÜKETİCİLERİN KİŞİLİK ÖZELLİKLERİNİN VE ZAMAN BASKISININ ONLINE ALIŞVERİŞ NİYETİ ÜZERİNDEKİ ETKİSİ

Öz

İnternetin
kullanımının yaygınlaşmasına ve mobil cihazlar sayesinden her an her yerde elektronik
iletişim ağlarına bağlanabilmenin kolaylaşmasına rağmen bir kısım tüketiciler
kişilik özelliklerinden dolayı halen online alışveriş yapamamaktadır. Bu
bağlamda, bu çalışmanın amacı, hangi kişilik özelliklerine sahip tüketicilerin
online alışveriş yaptıklarını ve günümüz tüketicisinin üzerindeki büyük
zorluklardan biri olan zaman baskısının online alışveriş niyeti üzerinde nasıl
etkisi olduğunu ortaya çıkarmaktır. Geçmişte online alışveriş yapmış olan 300
kişiye online anket uygulanmış olup, sonuçlar SPSS 21  ile regresyon
analizi yapılarak incelenmiştir. Önerilen beş hipotezin üçü kabul edilmiştir.
Yenilikçi ve fikir liderliği kişilik özelliklerini sahip tüketicilerin online
alışveriş yapma eğiliminde olduğu ve zaman baskısının online alışveriş niyeti
üzerinde önemli etkisi olduğu sonucuna ulaşılmıştır. Gelecek çalışmalar için
öneriler ve kısıtlar verilmiştir.

Anahtar Kelimeler

Tüketici Yenilikçiliği, Yenilik Arama Davranışı, Kişilik Özellikleri, Zaman Baskısı, Online Alışveriş Niyeti

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