Impact of Peer Influence and Personality Traits on Impulsive Buying Behaviour among Malaysian University Students
Keywords:
Peer influence, Impulsive buying behavior, Personality Traits, Sterns Impulsive Buying Theory, Big 5 PersonalityAbstract
Purpose: The purpose of this study is to investigate the effects of personality traits and peer influence on impulsive buying behaviour among Malaysian university students. Methodology: This is to be observed by measuring the characteristics of students and the people with whom they interact, which may or may not influence their purchasing behaviour. A quantitative research methodology has been used in this study, along with descriptive analysis research approach. Findings: The sample size for this study was 184 students gathered from all full-time diploma, foundation, and undergraduate students from Malaysian universities and was collected using a snowball sampling method. Implications: According to the data collected from the target audience, Peer Influence, Extraversion, and Openness to Experience, all have a significant role in encouraging an individual to buy impulsively. Originality: However, this study's findings failed to identify any significant relationships between Agreeableness and Impulsive Buying Behaviour.
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