TÜKETİCİLERİN KİŞİLİK ÖZELLİKLERİ VE KARAR VERME TARZLARININ ONLİNE İMPULSİF VE KOMPULSİF SATIN ALMA DAVRANIŞLARINA ETKİSİ

Öz

Bu çalışmanın temel konusu, tüketicilerin online (çevrimiçi) alışverişlere ilişkin davranışlarında ortaya çıkabilen ve satın almanın olağandışı veya rasyonel olmayan yanı olarak ifade edilen impulsif satın alma ve kompulsif satın alma davranışlarıdır. Çalışma esas olarak bu davranışların ardında yatabilecek olan kişisel faktörler üzerine yoğunlaşmıştır. Bu bakımdan çalışmanın temel amacı, ilişkisel tarama metoduna bağlı olarak beş faktör kişilik özellikleri, tüketici karar verme tarzları, impulsif satın alma ve kompulsif satın alma değişkenleri arasındaki ilişkilerin istatistiksel olarak analiz edilmesidir. Çeşitli kişilik ve karar verme tarzları içerisinde hangilerinin impulsif ve kompulsif satın alma ile ilişkili olduğunun tespit edilmesi amaçlanmıştır. Bu amaçlar doğrultusunda bir nicel araştırma kapsamında, kolayda örnekleme yoluyla belirlenen 478 katılımcıdan anket yöntemiyle veri elde edilmiş ve analiz edilmiştir. Analizler sonucunda elde edilen bulgular, kişilik özellikleri bakımından uyumluluk ile impulsif satın alma davranışı arasında; deneyime açıklık, sorumluluk ve uyumluluk ile kompulsif satın alma arasında anlamlı negatif bir ilişkinin bulunduğunu göstermiştir. Marka odaklı, moda odaklı, haz odaklı, kararsız, dürtüsel ve alışkanlık üzerine satın alan tüketicilerin impulsif satın alma ve kompulsif satın almaya daha fazla eğilimli oldukları ortaya çıkmıştır. Çalışmanın elde ettiği bulguların tüketicileri davranışlarının kişilik ağırlıklı yönünün anlaşılması bakımından katkı sunması beklenmektedir.

Anahtar Kelimeler

• İmpulsif Satın Alma
• Kişilik Özellikleri
• Tüketici Karar Verme Tarzları
• Kompulsif Satın Alma

THE EFFECT OF CONSUMER PERSONALITY TRAITS AND DECISION-MAKING STYLES ON ONLINE IMPULSIVE AND COMPULSIVE BUYING BEHAVIORS

Öz

The main subject of this study is impulsive buying and compulsive buying behaviors that can occur in consumers’ online shopping and are considered as the unusual or irrational aspects of purchasing. The study mainly focused on personal factors that may be the precursors of these behaviors. In this respect, the study aims to statistically analyze the relationships between the five-factor personality traits, consumer decision-making styles, impulsive buying, and compulsive buying variables based on the relational screening model. It aims to determine which personality and decision-making styles are associated with impulsive and compulsive buying. Within the scope of quantitative research, data was obtained through a survey method from 478 participants, which was determined through convenience sampling and analyzed. The findings from the analyses showed a significant negative relationship between agreeableness and impulsive buying behavior regarding personality traits and, similarly, between openness, conscientiousness, and agreeableness and compulsive buying behavior. It has been revealed that consumers who buy brand consciousness, fashion consciousness, recreational orientation, indecisiveness, impulsive, and habitual decision-making styles are more prone to impulsive and compulsive buying. The study’s findings are expected to contribute to understanding the personality and characteristic features of consumers’ behaviors.

Anahtar Kelimeler

• Impulsive Buying
• Personality Traits
• Consumer Decision Making Styles
• Compulsive Buying

Kaynakça

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