THE EFFECT OF PERSONALITY TRAITS ON IMPULSIVE BUYING TENDENCY AND IMPULSIVE BUYING BEHAVIORS USING AN INDIGENOUS SCALE, OCEAN MODEL

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.