OPTİMUM UYARILMA SEVİYESİ VE KEŞİFSEL BİLGİ ARAMANIN ÇEVRİMİÇİ SATIN ALMA NİYETİNE ETKİSİ

Kişilerin internet aracılığı ile gerçekleşen alışveriş faaliyetleri farklı kişilik özelliklerine göre değişiklik göstermektedir. Kişilik özelliklerine bağlı olarak farklı seviyelerde oluşan uyarılma düzeyi onların keşifsel bilgi arama arayışlarına yansıyacaktır. Bu çalışmada çevrimiçi alışveriş süreçlerinde dışadönük tüketicilerin uyarılma seviyelerine bağlı olarak keşifsel bilgi arama arayışlarını ve çevrimiçi satın alma niyetlerini nasıl etkilediğini belirlemek amaçlanmıştır. Hem pazarlama literatüründeki boşluğu doldurmak hem de şirketlere rekabet avantajı yaratmak amacıyla dışadönük bireylerin uyarılması sonucunda ortaya çıkan keşfedici bilgi arama eğilimlerinin çevrimiçi satın alma niyeti üzerindeki etkisi incelenmiştir. Anket verileri Adana'da 401 katılımcıdan toplanmıştır. Yapısal eşitlik modeli uygulaması ile uyarılma düzeyleri farklı olan dışadönük kişilerin keşfedici bilgi arama eğiliminde olduğu bulunmuştur. Ayrıca bu bileşenlerin çevrimiçi satın alma niyeti üzerinde etkisi olduğu tespit edilmiştir. Bulguların teorik ve pratik sonuçları, araştırma sonuçları üzerinden tartışılmaktadır.

Anahtar Kelimeler:

Dışadönüklük, Optimum Uyarılma Düzeyi, Keşifsel Bilgi Arama, Çevrimiçi Satın Alma Niyeti.

THE EFFECT OF OPTIMUM STIMULATION LEVEL AND EXPLORATORY INFORMATION SEEKING ON ONLINE PURCHASE INTENTION

The shopping activities of people via the internet vary according to different personality traits. The level of stimulation that occurs at different levels depending on their personality traits will be reflected in their exploratory search for information. In this study, it is aimed to determine how extroverted consumers affect their exploratory search for information and their online purchase intentions depending on their stimulation levels in online shopping processes. Both to fill the gap in the marketing literature and to create competitive advantage for companies the effect of exploratory information seeking tendencies, which emerged because of extroverted individuals' arousal, on online purchase intention was examined. Survey data were collected from 401 participants in Adana. With the structural equation model application, it was found that extroverted people with differences in arousal levels tended to seek exploratory information. It has also been found that these components influence online purchase intention. The theoretical and practical implications of the findings are discussed over the results of the research.

Keywords:

Extroversion, Optimum Stimulation Level, Exploratory Information Seeking, Online Purchase Intention.,

PDF

___

Aljukhadar, M., & Senecal, S. (2011). Segmenting the online consumer market. Marketing Intelligence & Planning, 29(4), 421-435. https://doi.org/10.1108/02634501111138572
Athapaththu, JC, & Kulathunga, KMSD (2018). Factors affecting online purchase intention: Effects of technology and social commerce. https://doi.org/10.5539/ibr.v11n10p111
Avornyo, P., Fang, J., Antwi, CO, Aboagye, MO, & Boadi, EA (2019). Are customers still with us? The influence of optimum stimulation level and IT-specific traits on mobile banking discontinuous usage intentions. Journal of Retailing and Consumer Services, 47, 348-360. https://doi.org/10.1016/j.jretconser.2019.01.001
Bakker, AB, Van Der Zee, KI, Lewig, KA, & Dollard, MF (2006). The relationship between the big five personality factors and burnout: A study among volunteer counselors. The Journal of social psychology, 146(1), 31-50. https://doi.org/10.3200/SOCP.146.1.31-50
Baron, RM, & Kenny, DA (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of personality and social psychology, 51(6), 1173. https://doi:10.1037/0022-3514.51.6.1173
Baumgartner, H., & Steenkamp, JBE (1996). Exploratory consumer buying behavior: Conceptualization and measurement. International journal of Research in marketing, 13(2), 121-137. https://doi:10.1016/0167-8116(95)00037-2
Blackburn, R. (1969). Sensation seeking, impulsivity, and psychopathic personality. Journal of consulting and clinical psychology, 33(5), 571. https://doi:10.1037/h0028301
Boedeker, M. (1995)., Optimum Stimulation Level and Recreational Shopping Tendency", in E European Advances in Consumer Research Volume 2, eds. Flemming Hansen, Provo, Association for Consumer Research, Pages: 372-380.
Chandon, P., Wansink, B., & Laurent, G. (2000). A benefit congruency framework of sales promotion effectiveness. Journal of marketing, 64(4), 65-81. https:// 10.1509/jmkg.64.4.65.18071
Costa, PT, & McCrae, RR (1992). Normal personality assessment in clinical practice: The NEO Personality Inventory. Psychological assessment, 4(1), 5. https:// 10.1037/1040-3590.4.1.5
Dabholkar, PA, & Bagozzi, RP (2002). An attitudinal model of technology-based self-service: moderating effects of consumer traits and situational factors. Journal of the academy of marketing science, 30(3), 184-201. https:// 10.1177/0092070302303001
Dhar, J., & Jha, AK (2014). Analyzing social media engagement and its effect on online product purchase decision behavior. Journal of Human Behavior in the Social Environment, 24(7), 791-798. https:// 10.1080/10911359.2013.876376
Dickson, PR (2000). Understanding the trade winds: The global evolution of production, consumption, and the Internet. Journal of Consumer Research, 27(1), 115-122. https://10.1086/314313
Flynn, LR, Goldsmith, RE, & Eastman, JK (1996). Opinion leaders and opinion seekers: Two new measurement scales. Journal of the academy of marketing science, 24(2), 137-147. https:// 10.1177/ 0092070396242004
Ghani, JA, & Deshpande, SP (1994). Task characteristics and the experience of optimal flow in human computer interaction. The Journal of psychology, 128(4), 381-391. https:// 10.1080/00223980.1994.9712742
Gu, R., Jiang, Z., Oh, LB, & Wang, K. (2018). Exploring the impact of optimum stimulation level on individual perceptions of IT innovations: a trait hierarchical model perspective. ACM SIGMIS Database: the DATABASE for Advances in Information Systems, 49(1), 67-92. https:// /10.1145/3184444.3184450
Guido, G., Capestro, M., & Peluso, AM (2007). Experimental shopping analysis of consumer stimulation and motivational states in shopping experiences. International Journal of Market Research, 49(3), 365-386. https://10.1177/147078530704900307
Hanna, N., & Wagle, JS (1988). Who is your satisfied customer? Journal of Services Marketing, 2(3), 5-13. https:// 10.1108/eb024728
He, WJ, Wong, WC, & Hui, ANN (2017). Emotional reactions mediate the effect of music listening on creative thinking: Perspective of the arousal-and-mood hypothesis. Frontiers in psychology, 8, 1680. https://10.3389/fpsyg.2017.01680
Hong, IB, & Cha, HS (2013). The mediating role of consumer trust in an online merchant in predicting purchase intention. International Journal of Information Management, 33(6), 927-939. https:// 10.1016/j.ijinfomgt.2013.08.007
Hoyer, WD, & Ridgway, NM (1984). Variety seeking as an explanation for exploratory purchase behavior: A theoretical model. ACR North American Advances.
Kiel, GC, & Layton, RA (1981). Dimensions of consumer information seeking behavior. Journal of marketing Research, 18(2), 233-239. https://doi.org/10.1177/002224378101800210
Koo, DM, & Ju, SH (2010). The interactional effects of atmospherics and perceptual curiosity on emotions and online shopping intention. Computers in Human Behavior, 26(3), 377-388. https:// 10.1016/j.chb.2009.11.009
Korzaan, ML (2003). Going with the flow: Predicting online purchase intentions. Journal of Computer Information Systems, 43(4), 25-31. https://10.1080/08874417.2003.11647530
Kwak, H., Fox, RJ, & Zinkhan, GM (2002). What products can be successfully promoted and sold via the internet?. Journal of advertising research, 42(1), 23-38. https://10.2501/JAR-42-1-23-38
Langelaan, S., Bakker, AB, Van Doornen, LJ, & Schaufeli, WB (2006). Burnout and work engagement: Do individual differences make a difference?. Personality and individual differences, 40(3), 521-532. https:// 10.1016/j.paid.2005.07.009
Legohérel, P., Daucé, B., Hsu, CH, & Ranchhold, A. (2009). Culture, time orientation, and exploratory buying behavior. Journal of International Consumer Marketing, 21(2), 93-107. https://10.1080/08961530802153029
Lepp, A., & Gibson, H. (2008). Sensation seeking and tourism: Tourist role, perception of risk and destination choice. Tourism Management, 29(4), 740-750. https://10.1016/j.tourman.2007.08.002
Leuba, C. (1955). Toward some integration of learning theories: The concept of optimal stimulation. Psychological Reports, 1(1), 27-33. https://doi.org/10.2466/pr0.1955.1.g.27
Ludvigh, EJ, & Happ, D. (1974). Extraversion and preferred level of sensory stimulation. British Journal of Psychology, 65(3), 359-365. https://10.1111/j.2044-8295.1974.tb01410.x
Mahatanankoon, P. (2007). The effects of personality traits and optimum stimulation level on text-messaging activities and m-commerce intention. International Journal of Electronic Commerce, 12(1), 7-30. https://10.2753/JEC1086-4415120101
Maignan, I., & Lukas, BA (1997). The nature and social uses of the Internet: A qualitative investigation. Journal of Consumer Affairs, 31(2), 346-371. https://10.1111/j.1745-6606.1997.tb00395.x
Matzler, K., Bidmon, S., & Grabner Kräuter, S. (2006). Individual determinants of brand affect: the role of the personality traits of extraversion and openness to experience. Journal of product & brand management. https://10.1108/10610420610712801
McAlister, L., & Pessemier, E. (1982). Variety seeking behavior: An interdisciplinary review. Journal of Consumer research, 9(3), 311-322. https://10.1086/208926
McCrae, RR, & Costa Jr, PT (1989). Reinterpreting the Myers Briggs type indicator from the perspective of the five factor model of personality. Journal of personality, 57(1), 17-40. https://10.1111/j.1467- 6494.1989.tb00759.x
McReynolds, P. (1971). Behavioral choice as a function of novelty-seeking and anxiety-avoidance motivations. Psychological reports, 29(1), 3-6. https://doi.org/10.2466/pr0.1971.29.1.3 Mehrabian, A., & Russell, JA (1974). An approach to environmental psychology. the MIT Press.
Menon, S., & Kahn, BE (1995). The impact of context on variety seeking in product choices. Journal of Consumer Research, 22(3), 285-295. https://10.1086/209450
Moe, WW (2003). Buying, searching, or browsing: Differentiating between online shoppers using in-store navigational clickstream. Journal of consumer psychology, 13(1-2), 29-39. https:// 10.1207/S15327663JCP13-1&2_03
Novak, TP, Hoffman, DL, & Yung, YF (1996). Modeling the structure of the flow experience, web users, Marketing science and the internet mini-conference, 1-14.
Orth, UR, & Bourrain, A. (2005). Optimum stimulation level theory and the differential impact of olfactory stimuli on consumer exploratory tendencies, Advances in Consumer Research 32, 613-619.
Pavlou, PA (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International journal of electronic commerce, 7(3), 101-134. https://doi.org/10.1080/10864415.2003.11044275
Picazo-Vela, S., Chou, SY, Melcher, AJ, & Pearson, JM (2010). Why provide an online review? An extended theory of planned behavior and the role of Big-Five personality traits. Computers in Human Behavior, 26(4), 685-696. https://10.1016/j.chb.2010.01.005
Raja, U., Johns, G., & Ntalianis, F. (2004). The impact of personality on psychological contracts. Academy of management Journal, 47(3), 350-367. https://doi.org/10.5465/20159586
Raju, JS (1995). Theoretical models of sales promotions: Contributions, limitations, and a future research agenda. European Journal of Operational Research, 85(1), 1-17. https://10.1016/0377-2217(94)00275- H
Raju, PS (1980). Optimum stimulation level: Its relationship to personality, demographics, and exploratory behavior. Journal of consumer research, 7(3), 272-282. https://10.1086/208815
Richard, MO, & Chandra, R. (2005). A model of consumer web navigational behavior: conceptual development and application. Journal of business Research, 58(8), 1019-1029. https:// 10.1016/j.jbusres.2004.04.001
Richard, MO, & Chebat, JC (2016). Modeling online consumer behavior: Preeminence of emotions and moderating influences of need for cognition and optimal stimulation level. Journal of Business Research, 69(2), 541-553. https://0.1016/j.jbusres.2015.05.010
Rohm, AJ, & Swaminathan, V. (2004). A typology of online shoppers based on shopping motivations. Journal of business research, 57(7), 748-757. https://10.1007/978-1-4615-0763-5_2
Rolland, JP (2002). The cross-cultural generalizability of the Five-Factor model of personality.
Rowley, J. (2000). Product search in e shopping: a review and research propositions. Journal of consumer marketing. https://10.1108/07363760010309528
Smith, DN, & Sivakumar, K. (2004). Flow and Internet shopping behavior: A conceptual model and research propositions. Journal of Business Research, 57(10), 1199-1208. https://10.1016/S0148-2963(02)00330- 2
Soares, AM, Shoham, A., Farhangmehr, M., & Rubio, A. (2008). Exploratory behavior: a Portuguese and British study. ACR North American Advances.
Steenkamp, JBE, & Baumgartner, H. (1992). The role of optimum stimulation level in exploratory consumer behavior. Journal of consumer research, 19(3), 434-448. https://10.1086/209313
Steenkamp, JBE, & Baumgartner, H. (1995). Development and cross-cultural validation of a short form of CSI as a measure of optimum stimulation level. International Journal of Research in Marketing, 12(2), 97- 104. https://10.1016/0167-8116(93)E0035-8
Steenkamp, JBE, & Burgess, SM (2002). Optimum stimulation level and exploratory consumer behavior in an emerging consumer market. International Journal of Research in Marketing, 19(2), 131-150. https://10.1016/S0167-8116(02)00063-0
Thoman, DB, Sansone, C., & Pasupathi, M. (2007). Talking about interest: Exploring the role of social interaction for regulating motivation and the interest experience. Journal of Happiness Studies, 8(3), 335-370. https://10.1007/s10902-006-9016-3
Thoms, P., Moore, KS, & Scott, KS (1996). The relationship between self efficacy for participating in self managed work groups and the big five personality dimensions. Journal of Organizational Behavior, 17(4), 349-362. https:// 10.1002/1099-1379(199607)17:4<349::AID-JOB756>3.0.CO; 2-3
Tsao, WC, & Chang, HR (2010). Exploring the impact of personality traits on online shopping behavior. African journal of business management, 4(9), 1800-1812. https://10.5897/AJBM.9000280
Wolfinbarger, M., & Gilly, MC (2001). Shopping online for freedom, control, and fun. California management review, 43(2), 34-55. https://10.2307/41166074
Venkatraman, MP, & MacInnis, DJ (1985). The epistemic and sensory exploratory behavior of hedonic and cognitive consumers. ACR North American Advances.
Zhao, H., & Seibert, SE (2006). The big five personality dimensions and entrepreneurial status: A meta- analytical review. Journal of applied psychology, 91(2), 259.