We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
TÜKETİCİLERIN GELİŞİME AÇIKLIK KİŞİLİK ÖZELLİĞİ İLE ONLINE ALIŞVERIŞLERDEKİ KARAR VERME TARZLARI ARASINDAKİ İLİŞKİ.
- Authors
Saltan, Onur Faith; Özsaatcı, Fatma Gül Bilginer
- Abstract
The number of people who are interested in various online activities is increasing day by day. The decision to purchase online over many products and services is one of the important consumption styles of today. Therefore, online consumer behavior is considered one of the most important research areas in marketing science. However, the fact that the online environment has its own unique features gives the consumers a new perspective on the way they make decisions in this environment. The purpose of this study was to conduct an applied research on the relationship between decision making styles in the online shopping environment, taking into account the openness personality trait of consumers. Data were collected from a sample of 384 people living in Kilis province by questionnaire method. Within the scope of the analysis, it is possible to say that there is a positive and meaningful relationship between openness to innovation scale and innovativeness of online decision making styles. Openness to cultural development, on the other hand, has shown that open consumers have a positive and meaningful relationship with only the content of the website and the sensitivity to the interface.
- Subjects
CONSUMER behavior; INTERNET content; PERSONALITY; ONLINE shopping; MARKETING research
- Publication
International Journal of Economic & Administrative Studies, 2020, Issue 26, p225
- ISSN
1307-9832
- Publication type
Article
- DOI
10.18092/ulikidince.489300