Effect of exploratory buying behaviour tendency on online purchase intentiion

Shopping through the internet, which differs in significant ways from traditional commercial communication environments, has unique features. Traditional marketing activities are differentiated in the internet environment, as it offers a fundamentally different environment for internet marketing activities. Understanding the individual and the personality characteristics of the individual in the role of consumer is one of the most important issues in the study of consumer behavior. Since consumers are the target determinants in the broadest sense, the level of arousal of individuals to purchase a good or service will vary according to different personality characteristics, especially for companies who wants to be successful in marketing activities. This arousal in individuals will also be reflected to their exploratory information seeking and exploratory product acquisitions. In this case, companies (such as arousing curiosity, offering diversity and innovations) are required to enable individuals to make purchases through exploration.In this study, it is aimed to determine how the factors in exploratory purchasing tendencies affect online purchasing intentions as a result of the differences in the levels of arousal of consumers based on personality traits in online shopping processes. As a result of this thesis; it was found that there are differences in the levels of arousal of individuals with different personality traits, and that individuals who are stimulated by curiosity, diversity, risk-taking and innovation tend to have exploratory buying behaviors, and these components have an impact on online purchase intention. Keywords:Personality traits, optimum stimulation level, exploratory information seeking, exploratory product acquisition tendency, online purchase intention