Özet:

Innovative consumption concept represents a rational behavior which is relevant to searching for product-related information. This rational attitude may change under the influence of some personality traits. In particular, extroversion, compliance, accountability, openness to experience, neuroticism, impressiveness and perfectionism is thought to be effective on innovativeness tendency. In addition, innovation tendency may change by the effects of behaviors such as time spent on shopping, shopping frequency, interest for the marketing campaigns and consumer shopping styles. The purpose of this study is to analyze the effects of consumer personality characteristics and shopping behaviors on the consumer innovativeness inclinations. As a secondary objective of the study, the impact of gender on the consumer innovativeness inclinations and behavioral attitudes are also discussed. Findings indicate that both extraversion and impressiveness personality traits effect consumers’ innovativeness tendencies. Besides, there is no significant difference between men and women in terms of innovativeness tendency, but women spend more time on shopping and more likely to pay attention to campaign materials such as brochures. As a part of the field study, a face to face questionnaire is conducted in Düzce on 350 respondents sampled via convenience sampling. To test the relations between variables on the research model, various analysis techniques (ie. factor analysis, clusteranalysis, logistic regression and Mann Whitney U techniques) are carried out via SPSS 16.0 and AMOS 20.0 softwares.

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