The Effect of the Big Five and the MBTI on Impulsive and Compulsive Buying Behaviors

Abstract

The purpose of this study was to perform an integrated analysis of the Big Five factors’ effects and Myers-Briggs Type Inventory (MBTI) functions on impulsive and compulsive buying behaviors of online shopping malls’ consumers. A research model was proposed, based on the Big Five factors-extraversion, neuroticism, openness, agreeableness, and conscientiousnessas well as on individuals’ preferences for MBTI functions, which are sensing, intuition, thinking, feeling, judging, and perceiving. This model was analyzed using structural equation modeling with data from online shopping mall users. The results indicate that most of the MBTI preferences affected compulsive buying behaviors, but also openness, agreeableness, and conscientiousness of the Big Five, which were notably related to the MBTI preferences. However, the Big Five demonstrated no significant impact on impulsive and compulsive buying behaviors online. Our findings may be useful for understanding buying behaviors of customers in an online shopping context in terms of their personality.