The effects of personality traits on impulsive and compulsive buying behavior in online shopping

The main subject of this study is impulsive buying and compulsive buying behaviors that can occur in online shopping of consumers and are considered as the unusual or irrational aspect of purchasing. The study mainly focused on personal factors that may be the precursors of these behaviors. In this respect, the aim of the study is to statistically analyze the relationships between the five-factor personality traits, consumer decision-making styles, impulsive buying and compulsive buying variables, based on the relational screening model. It is aimed to determine which of the personality and decision-making styles are associated with impulsive and compulsive buying. In addition, it was aimed to examine whether socio-demographic characteristics are a determining factor in the relations between the variables. Within the scope of a quantitative research, data was obtained through a survey method from 478 participants determined through convenience sampling, and it was analyzed. The findings obtained as a result of the analyzes showed that there is a significant negative relationship between agreeableness and impulsive buying behavior in terms of personality traits, and similarly between openness, conscientiousness and agreeableness and compulsive buying behavior. In addition, it has been revealed that consumers who buy brand-oriented, fashion-oriented, hedonist-oriented, confused by over choice, impulsive and habitual are more prone to impulsive and compulsive buying. It is expected that the findings of the study will contribute to the understanding of the personality and characteristic features of consumers' behaviors.