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Determining the reasons why people attend events, as well characterizing visitors’ attitudes and factors influencing their choices of particular events, are of key importance for event managers and destination management organizations. Accordingly, this study aimed to identify the factors influencing visitors’ behavioural intention towards attending events. Theoretically, this study offers a reconceptualized model positing optimum stimulation and needs for variety as antecedents of motivation, going beyond the more classical approaches of focusing on attitude and behavioural intention. The proposed model was empirically tested in the context of a mountain sport event hosted in Norway, one in which participants were deemed to engage in both exploratory and non-exploratory behaviours. The results show a valid relationship between visitors’ optimum stimulation level and their variety-seeking tendencies; these factors, in turn, influence motivation and have an indirect effect upon visitors’ attitudes and behavioural intentions towards event participation.

Geleneksel ticari iletişim ortamlarından önemli şekillerde ayrılan internet aracılığı ile alışveriş benzersiz özelliklere sahiptir. İnternet pazarlama etkinlikleri için temelde farklı bir ortam sunduğu için, geleneksel pazarlama etkinlikleri internet ortamında farklılaşmaktadır.Bireysel olarak tüketici rolündeki kişiyi, kişilik özelliklerini anlamak, tüketici davranışlarının incelenmesinde en önemli konulardan biridir. Tüketicilerin en geniş anlamıyla hedef belirleyici olmaları nedeniyle özellikle pazarlama faaliyetlerinde başarılı olmak isteyen firmalar açısından kişilerin farklı kişilik özelliklerine göre bir mal veya hizmeti satın almak için uyarılma seviyeleri farklılık gösterecektir. Kişilerde oluşan bu uyarılma onların keşifsel bilgi arama ve keşifsel ürün edinimlerine de yansıyacaktır.Bu durumda firmaların (merak uyandırmak, çeşitlilik ve yenilikler sunmak gibi) kişilerin keşif yolu ile satın alma girişiminde bulunmalarını sağlamaları gerekmektedir. Bu çalışmada çevrimiçi alışveriş süreçlerinde tüketicilerin kişilik özelliklerinden hareketle uyarılma seviyelerinde oluşan farklılar neticesinde keşifsel satın alma eğilimlerindeki faktörlerin çevrimiçi satın alma niyetlerini nasıl etkilediğini belirlemek amaçlanmıştır.Bu tez çalışmasının sonucunda; farklı kişilik özelliklerine sahip bireylerin uyarılma seviyelerinde farklılıklar olduğu ve özellikle merak, çeşitlilik, risk alma ve yenilik ile uyarılan kişilerin keşifsel satın alma davranışları eğiliminde bulunduğu ve bu bileşenlerin çevrimiçi satın alma niyeti üzerinde etkileri olduğu belirlenmiştir.Anahtar kelimeler: Kişilik özellikleri, optimum uyarılma seviyesi,keşifsel bilgi arama, keşifsel ürün edinim eğilimi, çevrimiçi satın alma niyeti Shopping through the internet, which differs in significant ways from traditional commercial communication environments, has unique features. Traditional marketing activities are differentiated in the internet environment, as it offers a fundamentally different environment for internet marketing activities. Understanding the individual and the personality characteristics of the individual in the role of consumer is one of the most important issues in the study of consumer behavior. Since consumers are the target determinants in the broadest sense, the level of arousal of individuals to purchase a good or service will vary according to different personality characteristics, especially for companies who wants to be successful in marketing activities. This arousal in individuals will also be reflected to their exploratory information seeking and exploratory product acquisitions. In this case, companies (such as arousing curiosity, offering diversity and innovations) are required to enable individuals to make purchases through exploration.In this study, it is aimed to determine how the factors in exploratory purchasing tendencies affect online purchasing intentions as a result of the differences in the levels of arousal of consumers based on personality traits in online shopping processes.As a result of this thesis; it was found that there are differences in the levels of arousal of individuals with different personality traits, and that individuals who are stimulated by curiosity, diversity, risk-taking and innovation tend to have exploratory buying behaviors, and these components have an impact on online purchase intention.Keywords:Personality traits, optimum stimulation level, exploratory information seeking, exploratory product acquisition tendency, online purchase intention 117

The authors examine antecedents of consumer innovativeness in a cross-national context. They propose a framework that distinguishes individual difference variables and national cultural variables. Two types of individual difference variables are considered: personal values and consumer-context-specific dispositions. The authors develop hypotheses pertaining to the main effects of the variables and their interactions and test them on data collected from 3283 consumers in 11 countries of the European Union. The empirical results are broadly supportive of the hypotheses. The cross-national data used in this study provide a strong test of the generalizability of the findings.

The authors examine antecedents of consumer innovativeness in a cross-national context. They propose a framework that distinguishes individual difference variables and national cultural variables. Two types of individual difference variables are considered: personal values and consumer-context-specific dispositions. The authors develop hypotheses pertaining to the main effects of the variables and their interactions and test them on data collected from 3283 consumers in 11 countries of the European Union. The empirical results are broadly supportive of the hypotheses, The cross-national data used in this study provide a strong test of the generalizability of the findings.

The important role played by optimum stimulation level (OSL) in a variety of consumer behaviors renders it highly desirable that researchers have a short but valid instrument for measuring this construct. In this paper, a shortened (7-item) version of the Change Seeker Index (CSI) is developed and cross-validated in three countries (USA, Belgium, and the Netherlands). It is shown that the new instrument has much better psychometric properties than the original scale. Moreover, in spite of the substantial reduction of the length of the scale, the short form of CSI actually exhibits better nomological validity than the 95-item scale in two US samples.

Consumer varied behaviour constitutes a relatively incipient research line in the marketing field, with potential to provide useful managerial guide lines for retailers. For this reason, in this paper, a state of the art on consumer varied behaviour is presented.In short, we intend to describe the definitions of the different used terms, as well as the different application contexts and the consequent implications for the managers of the firms operating in the retailing sector. Besides, the main conclusions derived from the critical review of the literature realised and proposals for the developmentof future research lines are provided. El comportamiento variado del consumidor constituye una línea de investigación relativamente incipiente en el área de comercialización e investigación de mercados, con potencial para obtener implicaciones útiles para la gestión empresarial. Por este motivo, en este trabajo se presenta una recopilación de la bibliografía existente. En concreto, se recogen las definiciones de los distintos términos utilizados, así como los distintos contextos de aplicación y las consecuentes implicaciones para la gestión de las empresas minoristas. Se presentan, además, las principales conclusiones derivadas de la reflexión crítica de la revisión de la literatura, así como propuestas para el desarrollo de investigación futura.

A procura de variedade consiste na tendência de procurar variação na estimulação através de um comportamento variado que se reflecte no consumo de produtos e ou realização de actividades que sejam novidade. Com o intuito de aceder a esta tendência, vários instrumentos têm sido utilizados. Porém, na sua generalidade apenas medem este construto por aproximação, dado que a maioria dos instrumentos não foi criada com este propósito. Das várias escalas sleccionadas na literatura da área, existe apenas uma que é específica para este construto (Varseek, Van Trijp & Steenkamp, 1992), sendo no entanto restrita ao contexto muito específico do consumo de produtos alimentares. Deste modo, torna-se essencial desenvolver um instrumento robusto que responda à necessidade de aceder ao construto da procura de variedade que possa ser utilizado em vários contextos, sendo este o objectivo principal deste trabalho. Procedeu-se à recolha e tradução para língua portuguesa dos itens das medidas consideradas relevantes e devido ao seu elevado número, solicitou-se a participantes cegos ao objectivo do estudo, que os classificassem em três categorias: Variedade, Estabilidade e Não relacionada, de modo a seleccionar apenas aqueles que estivessem associados a variedade. Seguidamente foi criada uma medida que foi administrada num questionário online a uma amostra de 650 estudantes do ISCTE - Instituto Universitário de Lisboa. Posteriormente, foram realizadas análises factoriais exploratórias de modo a perceber como os itens se relacionam entre si e se existe coincidência entre os factores e as escalas utilizadas. Foram analisadas a versão completa e a versão reduzida da escala cujos resultados demonstraram a existência de dois factores: um referente à alimentação e outro referente a situações de consumo do dia-a-dia. Os sujeitos, em algumas situações, consideraram que os dois factores tratam de situações diferentes e por isso é possível a utilização desta escala para medir as características da procura de variedade com uma medida geral. Variety seeking entails the tendency to seek for variation in the levels of stimulation through varied behavior that can be achieved by the consumption of new products or by seeking new activities. Many scales have been used with the purpose of measuring variety seeking, however most of them was not created for this purpose, and so this construct is not directly accessed. There were gathered five different scales but only one of them (Varseek, Van Trijp & Steenkamp, 1992) was constructed to measure variety seeking regarding the specific context of the consumption of food products. So it becomes necessary to develop a strong measure that fills the gap of direct measures of variety seeking that can be used in several contexts (as opposed to Varseek). This is the main focus of this work. We grouped all the items from the relevant scales and due to the fact that there were too many, we requested to subjects that were unaware of the purpose of this study to classify those items with one of the following category: Variety, Stability or None related. This selection permitted the construction of a scale that was later scored by a sample of 650 ISCTE – Lisbon University Institute students. Afterwards, the data was subjected to an exploratory factor analysis in order to understand the way the items interact and if the scales and the factors overlap. Our results were analyzed in the complete and in the short form of our scale. They both had same two factors: one regarding food and the other regarding everyday consumption situations. In some cases, subjects considered that both factors were different and so we consider that our general scale can be used to measure specific variety seeking individual characteristics.

This article summarizes the results of a systematic review of the literature on consumer innovativeness and its correlates and provides a propositional inventory for future research. The authors identified seventy-nine relevant empirical articles from international journals through a search of multiple databases using specific search terms, a manual search of marketing and consumer behavior journals and a cross-reference search. The results show that innovativeness consists of different levels of conceptualization and operational processes. Based on these different conceptualizations, the authors offer propositions for further empirical exploration on consumer innovativeness.

article i nfo Article history: First received in 27, November 2009 and was under review for 6 months This paper integrates findings from marketing and finance literature to increase our understanding of consumers' decisions to purchase innovative investment products. Two different surveys administered to individual investors examine the psychological and sociological drivers of dispositional innovativeness and its effects on adoption timing and range of adoption for five new investment products. Study 1 shows that consumer psychographics (e.g., market mavenism, product-category involvement, and ambiguity intoler- ance) rather than socio-demographics (e.g., age, education, and risk profile) explain dispositional innovativeness and that dispositional innovativeness strongly impacts time of adoption and ownership of new investment products. Study 2 cross-validates the results of Study 1 and investigates the indirect effects of dispositional innovativeness on adoption timing through consumers' perceptions of new investment products' complexity, riskiness, and visibility (exposure to and engagement in word-of-mouth). Individuals who score high on dispositional innovativeness adopt new investment products quickly because they perceive lower complexity and greater visibility, not because they perceive lower risk. The combined results of Studies 1 and 2 show that individual investors' psychological and sociological roots systematically explain their innovative adoption behavior and indicate that — counter to standard finance predictions — they incorporate more than just risk-return trade-offs in their investment choices.

This study examines factors that influence individual users' post-adoption switching behavior between information technology products that are near perfect substitutes. The introduction and popularity of Mozilla Firefox Web browser provided an ideal empirical setting for this study. Drawing upon literature on post-adoption user behavior, consumer behavior, and online user research, we propose a research model and validate it using cross-sectional field data collected from 306 users on their decision to switch from Microsoft Internet Explorer (IE) to Mozilla Firefox. Findings suggest that user satisfaction and breadth of use of the incumbent product are negatively associated with switching behavior. Perceived ease of use, relative advantage, and perceived security of the substitute product are positively associated with switching behavior. In addition, the effects of perceived ease of use and relative advantage are not moderated by user experience. This study contributes to both research and practice by advancing our understanding of information technology (IT) users' post-adoption behavior in general and their switching behavior on Web-related IT products specifically.