THE BIG 5 PERSONALITY TRAITS: COMPULSIVE BUYING BEHAVIOR IN MILLENNIALS

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.