Influence of Big Five Personality on Impulsive Buying Behaviour among Consumers

Lau Shi Jie; Junaidah Yusof; Amalina Ibrahim; Shah Rollah Abdul Wahab; Irza Hanie Abu Samah; Roziana Shaari; Nur Syafiqah A Rahim

Impulsive buying behaviour has surged significantly in contemporary society, particularly during the pandemic, which reshaped consumer purchasing patterns in Malaysia. This phenomenon underscores the need to explore factors driving impulsiveness, as it carries numerous consequences. This study focuses on personality traits as intrinsic factors influencing impulsive buying behaviour. The objectives are to assess the levels of the Big Five personality traits and impulsive buying behaviour and to examine the impact of these traits on impulsive buying behaviour among Malaysian consumers. A quantitative, cross-sectional research design was employed to collect data from consumers in Malaysia. Descriptive analyses, including mean, standard deviation, frequency, and percentage, were conducted, alongside multiple linear regression for inferential analysis. The Big Five Inventory (41 items) and the Impulsive Buying Scale (9 items) were utilised to measure personality traits and impulsive buying behaviour, respectively. The findings revealed a significant influence of extraversion, agreeableness, and conscientiousness on impulsive buying behaviour, while neuroticism and openness showed no significant effect. The study contributes theoretical and practical insights, enriching the literature on the relationship between the Big Five personality traits and impulsive buying behaviour in the Malaysian context. It also offers valuable guidance for marketers and consumers. However, the study faced limitations such as time constraints and inconsistencies with prior research, which identified significant effects for neuroticism and openness. Future research is encouraged to investigate these variables further, focusing on specific locations within Malaysia.

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Jie, L. S., Yusof, J., Ibrahim, A., Wahab, S. R. A., Samah, I. H. A., Shaari, R., & Rahim, N. S. A. (2024). Influence of Big Five Personality on Impulsive Buying Behaviour among Consumers. International Journal of Academic Research in Progressive Education and Development, 13(4), 2766–2780.

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Influence of Big Five Personality on Impulsive Buying Behaviour among Consumers

Lau Shi Jie, Junaidah Yusof, Amalina Ibrahim, Shah Rollah Abdul Wahab, Irza Hanie Abu Samah, Roziana Shaari, Nur Syafiqah A Rahim

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