Tüketicilerin Demografik Özelliklerine Göre Beş Büyük Kişilik Özelliğinin İncelenmesi

Öz

Bu çalışmanın amacı, beş büyük kişilik özelliklerinin (dışadönüklük, uyumluluk, sorumluluk, deneyime açıklık, duygusal denge) tüketicilerin demografik özelliklerine (cinsiyet, kuşak, medeni durum, eğitim düzeyi, istihdam durumu, aylık kişisel gelir) göre anlamlı farklılık gösterip göstermediğini incelemektir. Veriler, sosyal medya aracılığıyla ulaşılan 143 tüketiciden çevrimiçi anket yöntemiyle toplanmıştır. Ölçeğin geçerliliği ve güvenilirliği analiz edilmiş ve Harman'ın tek faktör testi ile ortak yöntem yanlılığı kontrol edilmiştir. Hipotezler bağımsız örneklemler t-testi ile test edilmiştir. Bulgular, kişilik boyutlarının tüm değişkenler açısından farklılık göstermediğini, ancak belirli boyutlarda anlamlı farklılıklar olduğunu göstermektedir. Çalışma, tüketici segmentasyonunda demografik özelliklerin kişilik boyutlarıyla birlikte değerlendirilmesi gerektiğini göstermektedir.

Anahtar Kelimeler

• Beş Büyük Kişilik Özellik
• Demografik Faktörler
• Tüketici Davranışları

Investigation of Big Five Personality Traits According to Demographic Characteristics of Consumers

Öz

The purpose of this study is to examine whether the Big Five personality traits (extraversion, agreeableness, conscientiousness, openness to experience, emotional stability) differ significantly according to the demographic characteristics of consumers (gender, generations, marital status, education level, employment status, monthly personal income). Data were collected from 143 consumers reached through social media by online survey method. The validity and reliability of the scale were analysed, and common method bias was checked with Harman's single factor test. Hypotheses were tested with independent samples t-test. The findings show that personality dimensions do not differ in terms of all variables, but there are significant differences in certain dimensions. The study indicates that demographic characteristics should be evaluated together with personality dimensions in consumer segmentation.

Anahtar Kelimeler

• Big Five Personality Traits
• Demografic Factors
• Consumer Behaviours

Kaynakça

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