Investigation of the effects of personality characteristics on risk perceptions in terms of consumer behaviors a research on mobile phone users in Şırnak province

In this thesis study, the effects of personality traits on purchasing risk perceptions have been tried to be fixed. The research consists of five parts. In institutional frame and related researchers part, personality, five-factor personality model, titles and sub-titles about consumer behaviours and risk perceptions are explained theoretically as a result of literature research. When consumers realize their requests and needs ,they cannot predict the accuracy of the action and face with probable problems, in this case risk perceptions come true. Depending on that, the research is done on 357 people in order to examine whether the personality characteristics of the mobile phone users have impacts on purchasing and risk perceptions .In the result of analysis, it is determined that emotional imbalance risk perceptionş which is one of personality features, has a meaningful and positive relation on performance risk, psychological risk, time risk, physical risk and social risk .It is determined that feature of personality traits have a meaningful and negative relationship on social risk perception which is one of the risk perception. Keywords: Personality, Risk Perception, Consumer Behaviours, Five Factor Personality Model