Abstract:

Online environments, which seriously threaten the dominance of mass media, have become the focus of attention of consumers and businesses. The most important advantage of these environments, which are used by a large number of people with quite different demographics, is that they provide interactive and easy access to the target audience. The most important problem is how to reach this target audience and what criteria will be taken as a basis. In this study, impulsive purchase tendency was examined. Impulsive buying, which is a type of unplanned buying, occurs with a sudden impulse to buy and results instantly. There are many factors that affect impulsive buying. In this study, the effect of five major personality types on impulsive purchase tendency was investigated. As a result of the research, it was concluded that five major personality types affect the impulsive buying tendency. It has been found a positive relationship between impulsive buying with agreeableness and neuroticism; and a negative relationship between extraversion and conscientiousness.

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