An empirical study to determine the effect of five-factor personality model on impulse buying behavior

In the name of "An Empirical Study on Determining the Effect of Five Factor Personality Model on Impulse Buying Behavior" thesis, the personality traits of individuals are determined and the effect of personality traits on impulsive buying behavior is examined. For measurement instruments, five factors personality scale and impulsive buying behavior scale were used. As covered in the research, personality scale involves 5 dimensions; extroversion, agreeableness, neuroticism, conscientiousness, openness to experience and impulsive purchasing behavior scale consists of a sub-dimension. In a research, survey method was used as data collection technique and SPSS program was used in the analysis phase. The population of the study was composed of individual consumers who living in the provinces of East Marmara Development Agency. For the purpose of the study, datas which are collected from 500 people in Bolu, Düzce, Kocaeli, Sakarya, Yalova provinces in the East Marmara region between June 2019 and July 2019 were used. The number of province-based surveys determined by considering the Address Based Population ratios of the provinces. The data were taken from TurkStat (2018). According to the results of the study conducted within this framework, it is seemed that impulse buying behaviour is statistically significant with Openness to Experience, Extroversion, Neuroticism and Conscientiousness. On the other hand, it was found that Agreeableness dimension does not significantly affect the impulse buying behavior. "Consumers' Openness to Experience, Extroversion and Neuroticism personality traits increase their tendency to impulse buying behavior and their Conscientiousness personality traits reduce their tendency to impulse buying behaviour" has been found. When the situation is considered in terms of demographic characteristics; it is determined that women are more prone to impulse buying behavior than males, consumers of 18-25 years and 26-35 years are more prone to impulse buying behavior than others, consumers of 56 and older age groups rarely apply to impulse buying behavior. It is observed that impulse buying behaviors of the participants living in the geographically close provinces are similar and not differentiated. Key Words: Consumer Behaviour, Impulse Buying Behavior, Personality, Five Factor Personality Model, East Marmara Development Agency