Influence of personality on impulsive buying behaviour among Indonesian young consumers

Dimas Hendrawan and Dian Ari Nugroho

International Journal of Trade and Global Markets, 2018, vol. 11, issue 1/2, 31-39

Abstract: Personality is inner psychological characteristics that reflect how a consumer reacts to the environment especially in buying behaviour. The objective of this research is to examine the influence of five personality traits, called the big five personality traits that consist of extraversion, agreeableness, conscientiousness, emotional stability, and openness to experiences on impulsive buying behaviour. Using the purposive sampling method, respondents were collected from 150 Indonesian young consumers with the help of self-administered questionnaire survey approach. Data analysis was done using multiple regression analysis. Importantly, five hypotheses were examined and two were found to be supported. The result showed that extraversion and agreeableness personalities partially influenced impulsive buying behaviour. Also, results indicated that conscientiousness, emotional stability, and openness to experiences did not influence impulsive buying behaviour. This research is one of the initial attempts in Indonesian context to understand the importance of personality value among young consumers directing to impulsive buying behaviour.

Keywords: extraversion; agreeableness; conscientiousness; emotional stability; openness to experience; impulsive buying behaviour. (search for similar items in EconPapers)
Date: 2018
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