Abstract:
Purpose: This research has been conducted to identify and analyze the compulsive buying
behavior in Millennials through big five personality traits. Big five personality traits have a
great impact on buying behaviors of individuals. The purpose is to explore the relationship
between compulsive buying behavior and big five personality traits in millennials.
Methodology & Design: For this research, a survey method has been adopted to collect the
data. Online questionnaire was used to collect the data from people easily available on the
social media sites. The Sample size of this research was 398 and the convenience sampling
technique was used for this research. Further for analysis, Cronbach’s alpha reliability
analysis, exploratory factor analysis and multiple regression analysis have been employed.
Findings: The results showed that extraversion; agreeableness and conscientiousness have
been found as positively and statistically significant to compulsive buying behavior in
Karachi, Pakistan while neuroticism (emotional stability) and openness to experience have
been positive but statistically insignificant to compulsive buying behavior. However, R-
square was found 51.2 percent and F-statistics was also found statistically significant.
compulsive buying behavior, extraversion; agreeableness and
conscientiousness have considerable contribution and therein, these factors should be taken
Conclusion: For
into serious consideration by marketers and practitioners. The study has significant
contribution to practice and theory in regards to the nexus of personality traits and
compulsive buying behavior.
