Dürtüsel Satın Almada Kişilik Özellikleri ve Materyalizmin Etkisi

Yıl 2021, Sayı: 25, 161 - 190, 29.01.2021

Esra Güven

Öz

Satın alım kararlarında rasyonellik ve ihtiyaç dışında dürtüsel kaynaklı satın alma kararları da günümüz tüketicileri arasında yaygın şekilde karşımıza çıkmaktadır. Öncesinde bir plan olmaksızın ani bir kararla yapılan bu tür dürtüsel satın alımların altında yatan birçok sebep arasında tüketicilerin kişilik özellikleri ve materyalist eğilimleri dikkat çekmektedir. Bu çalışmanın amacı dürtüsel satın alma kararları üzerinde tüketicilerin kişilik özelliklerinin ve materyalizm düzeylerinin etkisini incelemektir. Yapısal eşitlik modeli bağlamında yapılan analizlerde kişilik özelliklerinden sorumluluk boyutunun ve materyalist eğilimin dürtüsel satın alma üzerinde etkisi olduğu sonucuna ulaşılmıştır.

Anahtar Kelimeler

Tüketici Davranışı, Dürtüsel Satın Alma, Kişilik, Materyalizm.

he Effect of Personality Traits and Materialism on Impulsive Buyin

Öz

Impulsive buying decision as well as the ones resulted from rationality and necessity are widespread among the consumers of modern world. There are several reasons lying under these impulsive buying decisions made impulsively without any plan or intent, but of all these reasons, personalities and the materialism level of consumers come to the fore. In this study, the effects of personalities and materialism level on impulsive buying decisions were aimed to explore. By means of the analysis through structural equation model SEM , it was found that conscientiousness dimension of personality and materialistic tendency had an effect on impulsive buying decision.

Anahtar Kelimeler

Consumer Behaviour, Impulsive Buying, Personality, Materialism.

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