ÇEVRİMİÇİ DÜRTÜSEL SATIN ALMA EĞİLİMİNDE KİŞİLİĞİN ETKİSİ

Öz

Kitle iletişim araçlarının hakimiyetini ciddi ölçüde tehdit eden çevirim içi ortamlar, tüketicilerin ve işletmelerin ilgi odağı haline gelmiştir. Oldukça farklı demografik özelliklere sahip çok sayıda insanın kullandığı bu ortamların sunduğu en önemli avantaj hedef kitleye etkileşimli ve kolay ulaşım sağlamasıdır. Buradaki en önemli sorun bu hedef kitleye nasıl ulaşılacağı, hangi kıstasların temel alınacağı ile ilgilidir. Bu çalışmada dürtüsel (anlık) satın alma eğilimi incelenmiştir. Plansız satın almanın bir türü olan dürtüsel satın alma, ani bir satın alma dürtüsüyle ortaya çıkmakta ve anında sonuçlanmaktadır. Dürtüsel satın almayı etkileyen pek çok faktör bulunmaktadır. Bu çalışmada beş büyük kişilik tipinin dürtüsel satın alma eğilimi üzerindeki etkisi araştırılmıştır. Araştırma sonucunda, beş büyük kişilik tipinin, dürtüsel satın alma eğilimini etkilediği sonucuna ulaşılmıştır. Dürtüsel satın alma ile uyumluluk ve nevrotizm boyutları arasında pozitif yönlü, dışadönüklük ve sorumluluk arasında negatif yönlü ilişki saptanmıştır.

Anahtar Kelimeler

• Çevrimiçi pazarlama
• dürtüsel satın alma
• beş büyük kişilik

The Effect Of Personality On Consumer’ Impulsive Buying Tendency

Öz

Online environments, which seriously threaten the dominance of mass media, have become the focus of attention of consumers and businesses. The most important advantage of these environments, which are used by a large number of people with quite different demographics, is that they provide interactive and easy access to the target audience. The most important problem is how to reach this target audience and what criteria will be taken as a basis. In this study, impulsive purchase tendency was examined. Impulsive buying, which is a type of unplanned buying, occurs with a sudden impulse to buy and results instantly. There are many factors that affect impulsive buying. In this study, the effect of five major personality types on impulsive purchase tendency was investigated. As a result of the research, it was concluded that five major personality types affect the impulsive buying tendency. It has been found a positive relationship between impulsive buying with agreeableness and neuroticism; and a negative relationship between extraversion and conscientiousness.

Anahtar Kelimeler

• Online marketing
• impulsive buying
• big five

Kaynakça

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