Abstract:
Purpose: With the use of Mowen's five personality characteristics, this research tries to
figure out what kind of connections these traits have with impulsive purchasing
propensity and impulsive buying behaviors, and how they are related to one another
within an integrated framework. The article uses data gathered from 400 respondents to
investigate the connection between personality characteristics and respondents' impulsive
tendencies, as well as the correlation between factors that elicit a desire to purchase.
Methodology: Confirmatory factor analysis with reliability test (Cronbach alpha) all this
tool was applied in model. The OCEAN Model is used to evaluate the relationship. In the
study, it was shown that personality characteristics such as conscientiousness,
materialism, and bodily requirements are positively linked with impulsive buying, and
that openness to experience is also favorably associated with impulsive purchasing.
Neuroticism. materialism, and arousal all show favorable correlations with the propensity
to make impulsive purchasing decisions.
Findings: The findings also show that agreeableness has a favorable effect on the
propensity to make impulsive purchases. These findings, along with the research
implications, have contributed to the advancement of the current literature. We developed
six hypotheses of five personality traits and impulsive buying to test the direct relation
with impulsive tendency. In which we are rejecting all the null hypothesis by accepting
the alternative hypothesis as their P Values were less than 0.05 which implies that there is
a positive relation between the variables.
Limitation: In addition, the study's dependence on single-item measures for the
evaluation of personality traits is an apparent flaw in the design. Despite the fact that the
single item scales provided valid and reliable measurement for the bulk of the constructs,
when structural equation modelling was employed, it was discovered that the single item
scales limited the scope ofthe research.
Recommendation: If marketers want to better focus their promotional offers, they should
think about how they can reach out to people who are open-minded and extroverted.
