THE EFFECT OF OPTIMUM STIMULATION LEVEL AND EXPLORATORY INFORMATION SEEKING ON ONLINE PURCHASE INTENTION

The shopping activities of people via the internet vary according to different personality traits. level stimulation that occurs at levels depending on their traits will be reflected in exploratory search for information. In this study, it is aimed determine how extroverted consumers affect information and online purchase intentions processes. Both fill gap marketing literature create competitive advantage companies effect seeking tendencies, which emerged because individuals' arousal, intention was examined. Survey data were collected from 401 participants Adana. With structural equation model application, found with differences arousal tended seek It has also been these components influence intention. theoretical practical implications findings are discussed over results research.