Investigation of purchasing styles for online shopping in terms of personality traits: Case of Sakarya province

The advent of technology influenced the shopping behaviours of consumers dramatically. As internet usage became widespread, consumers started choosing online shopping options instead of conventional shopping. Prevalent usage of the internet changed consumers' purchasing choices as well as other daily habits. Considering individual differences, online shopping habits keep becoming increasingly important topics. Therefore, we investigated the influences of individual characteristics on online shopping behaviours. Furthermore, we aimed to determine whether purchasing styles for online shopping differ in terms of personality traits (A and B type). Also, we evaluated the place of online shopping among the other purposes of the internet besides studying the most common goods and services which the consumers buy online, the advantages and the most common problems of online shopping. In our study, an online survey was conducted with volunteer group consisting of 530 consumers who engaged in online shopping and who were chosen by easy sampling method in Sakarya province between 2018 May-August. The data obtained from the study were analyzed by using Regression Analysis and it was concluded that personality types had an impact on the online purchasing styles. Moreover, we conducted the Independent Samples t-Test in order to examine whether the online purchasing styles differ in terms of A and B type personality traits. And it is concluded that the online consumer purchasing style differs in terms of personality traits.