The Impact of Cardinal Personality Traits on both Online Impulsive and Compulsive Buying Behaviors

The Mediation Role of Hedonistic Shopping Experience

Abstract

This study highlights the role of hedonistic shopping experience in shaping both compulsive and impulsive buying behaviors in the online context. Hedonistic shopping experience plays a mediating role in this research between the five proposed cardinal personality traits and compulsive and impulsive buying behaviors. This research aims is to examine the impact of cardinal personality traits on both compulsive and impulsive buying behavior through hedonistic shopping experience. 523 questionnaires were and only 455 were considered. Data have been collected from customers who have already made at least one online purchase. To test hypotheses a conditional analysis was used through SPSS, PROCESS.  Results showed that all the hypotheses of this study were accepted. Moreover, the results of this research shows that cardinal personality traits can directly impact compulsive and impulsive buying behaviors or partially through hedonistic buying experience.