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

Didem DEMİR, Hilal İNAN
2022 Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi  
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
more » ... 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.
doi:10.35379/cusosbil.1032040 fatcat:jpaodxbe7jfrjewgvkcbq5q7yy