Müşteri Kişilik Özellikleri ile Sıfır Km. Otomobil Tercih Faktörleri Arasındaki İlişkiler: TR90 Bölgesi Örneği

Bu araştırmanın amacı bireylerin sıfır otomobil tercihinde önem verdikleri tercih faktörlerini belirlemek, otomobil tercih faktörleri önem düzeyleri ile kişilik faktörleri arasındaki ilişkileri tespit etmektir. Bu amaçla, ana kütlesi TR 90 bölgesindeki 6 ilde (Artvin, Giresun, Gümüşhane, Ordu, Rize ve Trabzon) ikamet eden 18 yaş üstü internet kullanıcıları olan ve kolayda örnekleme yöntemiyle belirlenen bir örneklem üzerinde, internet üzerinden anket yöntemiyle bir araştırma yapılmıştır. Araştırmada frekans ve korelasyon analizleri kullanılmıştır. Otomobil tercihi faktörleri önem düzeyi sonuçlarına bakıldığında ankete katılanların en çok önem verdikleri faktör verimlilik-ekonomiklik faktörü olup, bunu sırasıyla servis-hizmet ve iç tasarım faktörleri izlemiştir. Dışadönüklük kişilik özelliği sırasıyla dış tasarım, multimedya ve iç tasarım faktörleriyle pozitif yönde ilişkili; uyumluluk kişilik özelliği sırasıyla servis-hizmet, güvenlik-emniyet ve çevresel unsurlar faktörleriyle pozitif yönde ilişkili; sorumluluk kişilik özelliği sırasıyla çevresel unsurlar, servis-hizmet ve kalite faktörleriyle pozitif yönde ilişkili; duygusal dengelilik kişilik özelliği sırasıyla multimedya, kalite ve dış tasarım faktörleriyle pozitif yönde ilişkili; zeka-hayal gücü kişilik özelliği sırasıyla güvenlik-emniyet, dış tasarım ve servis-hizmet faktörleriyle pozitif yönde ilişkili bulunmuştur.

Relationships Between Customer Personality Traits and Zero km Car Preference Factors: Example of TR90 Region

The aim of this study is to determine the preference factors that individuals attach importance to in their zero car preference, and to determine the relationships between automobile preference factors and personality factors. For this purpose, an online survey was conducted on a sample of internet users over the age of 18 who reside in 6 provinces (Artvin, Giresun, Gümüşhane, Ordu, Rize and Trabzon), whose main population is determined by convenience sampling method. Frequency and correlation analysis were used in the study. Considering the importance level results of automobile preference factors, the most important factor of the survey respondents is efficiency-economy factor, followed by service and interior design factors, respectively. Extraversion personality trait is positively associated with exterior design, multimedia and interior design factors, respectively; Compliance personality trait is positively related to service, security-safety and environmental factors, respectively; responsibility personality trait is positively associated with environmental factors, service and quality factors, respectively; emotionally balanced personality trait is positively related to multimedia, quality and exterior design factors, respectively; intelligence-imagination personality trait was found to be positively correlated with security-safety, exterior design and service factors, respectively.

Keywords:

Personality Traits Automobile Preference Factors, Relationships Between Personality Traits and Automobile Preference Factors,

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