The Effect of Big Five Factors of Personality on Compulsive Buying: The Mediating Role of Consumer Negative Emotions

Abstract

This study has examined the direct effect of Big Five Factors of personality (BFF) which include (Neuroticism, Agreeableness, Extraversion, Conscientiousness, and Openness to Experience) on Compulsive Buying (CB). Besides, examining the mediating effect of Consumer Negative Emotions (CNE) in the relationship between Big Five Factors of personality (BFF) and Compulsive Buying (CB). The questionnaire for the study was adapted from earlier established scales and measures which were based on five points Likert Scale. The study was concentrated on shopping malls’ customers in North Delta (Egypt). The study used a sample size of 384 and data was collected randomly using systematic random sampling. 314 questionnaires were valid for statistical analysis and free of missing data were retrieved with a response rate of 81.7%. Smart PLS-SEM3 software was used for data analysis. The results showed that there is a significant positive effect of Neuroticism on compulsive buying. While the results indicated that Extraversion has a significant negative effect on compulsive buying. Also, the results found that Conscientiousness has a significant negative effect on compulsive buying. While Agreeableness and Openness to Experience hadn’t had any effect on compulsive buying. As for the mediating effect of Consumer Negative Emotions, the results mentioned that Consumer Negative Emotions has a partial mediation in the relationship between Neuroticism, Extraversion, and Conscientiousness, and Compulsive Buying. While Consumer Negative Emotions fully mediated the relationship between Openness to Experience and Compulsive Buying. But there was no mediation for Consumer Negative Emotions in the relationship between Agreeableness and Compulsive Buying.