Authors: Dimas Hendrawan; Dian Ari Nugroho
Addresses: Faculty of Economics and Business, Management Department, Universitas Brawijaya, Malang 65145, Indonesia ' Faculty of Economics and Business, Management Department, Universitas Brawijaya, Malang 65145, Indonesia
Abstract: Personality is inner psychological characteristics that reflect how a consumer reacts to the environment especially in buying behaviour. The objective of this research is to examine the influence of five personality traits, called the big five personality traits that consist of extraversion, agreeableness, conscientiousness, emotional stability, and openness to experiences on impulsive buying behaviour. Using the purposive sampling method, respondents were collected from 150 Indonesian young consumers with the help of self-administered questionnaire survey approach. Data analysis was done using multiple regression analysis. Importantly, five hypotheses were examined and two were found to be supported. The result showed that extraversion and agreeableness personalities partially influenced impulsive buying behaviour. Also, results indicated that conscientiousness, emotional stability, and openness to experiences did not influence impulsive buying behaviour. This research is one of the initial attempts in Indonesian context to understand the importance of personality value among young consumers directing to impulsive buying behaviour.
Keywords: extraversion; agreeableness; conscientiousness; emotional stability; openness to experience; impulsive buying behaviour.
International Journal of Trade and Global Markets, 2018 Vol.11 No.1/2, pp.31 - 39
Received: 10 May 2017
Accepted: 27 Oct 2017
Published online: 21 Jun 2018 *