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Int. J. Adv. Res. 4(10), 356-363
Journal Homepage: -www.journalijar.com
Article DOI:10.21474/IJAR01/1799
DOI URL: http://dx.doi.org/10.21474/IJAR01/1799
RESEARCH ARTICLE
INVESTIGATED THE IMPACT OF PRICE ON CONSUMER BUYING DECISION BEHAVIOR
OFCOMPULSIVE BUYING.
1.
2.
Shakeri Sara1 and Soleymani Mohammad Hossein2*.
PhD of Marketing Management, Department of Business Management, Science and Research Branch, Islamic
Azad University, Tehran, Iran.
Master‟s Student of the Marketing Management, Molana Institute of Higher Education (Qazvin,Iran).
……………………………………………………………………………………………………....
Manuscript Info
Abstract
…………………….
………………………………………………………………
Manuscript History
Received: 12 August 2016
Final Accepted: 13 September 2016
Published: October 2016
Key words:Compulsive buying, Price knowledge,
Price consciousness, Brand preferences,
Purchase behavior.
The main reason for this study was investigation of influential price
factors on consumer decision behavior of compulsive buyer. This
study was conducted to develop a better understanding of consumer
buying decision behavior of compulsive buying‟ perspective and
examines the relationship of price role and identify factors
affecting.The new point of this study was to identify the impact of
price factors on compulsive buying behavior between university
students.Since identification of consumer behavior can improve
business, factors obtained in this studysuch as price consciousness,
sale proneness and transaction value were more effective on
compulsive buying behavior.
Copy Right, IJAR, 2016,. All rights reserved.
……………………………………………………………………………………………………....
Introduction:Formulation of the problem generally:All businessmen want to achieve success in their business. One key to success
is attention to all aspects of consumer behavior. There remain many empty gaps in research compulsive buying.
Also, cultural factors affect the purchase process is certainly less research to date has taken on the role of education
in compulsive buying. So, this is a fascinating new topic in consumer behavior that, are expected to be large
numbers of people involved with it. More research scientists intend to examine the reasons for compulsive buying
that men or women are more involved in this process and what factors might affect the compulsive
buying.According to various aspects of consumer behavior, we try to identify what factors can have an even greater
impact on consumer behavior, compulsive buying andbetter use of these factors in our business process.
Analysis of recent researches and publications:Compulsive buying was a favorite subject of consumer behavior
researchers and a policy popular in United States and other developed countries for over two decades (Koran et al.,
2006; Neuner et al., 2005; Müller et al., 2004). Compulsive buying is perceived as consumer sentiment to entertain
themselves with shopping. It is shown that by buying repeated in a way that cannot control their desire to purchase
(Ridgway et al., 2008).Logical reason that compulsive buying is classified as an obsessive-compulsive thoughts
consumer is intrigued shopping, such as obsessive compulsive and repetitive behavior purchases to reduce the
anxiety that person (McElroy et al., 1994). Studying on previous research on compulsive buying, we first outline
some of the main characteristics of compulsive buyers. First, the behavior is more likely to affect female than male
since it has been estimated that 80–92 % of compulsive buyers are female (Black and DonaldW, 1996; Faber et al.,
1995; Faber et al., 1989). Second, although there is some historical evidence of compulsive buying happening in the
early 1900s, the documentation of this phenomenon appears to be more recent (Faber and Ronald J, 1992). Number
Corresponding Author:-Soleymani Mohammad Hossein.
Address:-Master‟s Student of the Marketing Management, Molana Institute of Higher Education, Abyek
Qazvin, Iran.
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of scholar believe this recent advent of compulsive buying may be dependent on increased emphasis on and
availability of material possessions in our consumer culture (Hirschman and Elizabeth C, 1992; Richins et al., 1992).
Third, Consumer behavior researchers believe that when people want to use your products to demonstrate to others.
(Who We Are)(Krueger and David W, 1988; Belk and Russell W, 1988; Hirschman and Elizabeth C, 1995).Thus, an
addiction to buying goods may be a search for one‟s self much more than other compulsive behaviors, such as
drinking, gambling, under or over eating, or using drugs (Belk and Russell W, 1988; Friese and Susanne, 2000).
Also, compulsive buyers are probable that buy more than what they can afford and difficulties experienced credit
card (Roberts et al., 2002). Moreover, Compulsive buyers are more likely purchase process with guilt and shame
experience. So buying and purchasing activity to hide from others (Ridgway et al., 2008). Purchaser with emotions
of insecurity and low self-esteem may try to compensate to make themselves feel more deserving.One way to
provisionally enhance their self-esteem is to purchase things for themselves. Because of their lower self-esteem,
most woman compulsive buyers tend to purchase clothing and accessories primarily for themselves to raise their
self-esteem and enhance their self-image to a greater degree than non-compulsive buyers (Roberts et al., 2002;
McElroy et al., 1994).We would expect compulsive buyers to be more focused on buying famous national brands as
opposed to lesser known or store brands. Whilebrand awareness as a buyer characteristic may not be directly related
to price, nevertheless, famous and national brands are almost priced higher than less known store brands (Eitan
Gerstner et al., 2003; Dick et al., 1997). Purchaser culture, people have been supposed to experience after 1980, is
specific as a culture in which the large majority of purchaser desire, purchase and use products and services to
become a good member of this culture. Thus, especially in wealthy countries, purchaser spending has already
exceeded disposable revenue(Roberts et al., 2001). Because extreme shopping has caused individuals lives to go out
of a control(Ureta, I.G, 2007).
Theoretical background and hypothesis development:Sale proneness, as an increasing tendency to respond to an offer for a lower price is defined due to sales form in
which the price offered(Lichtenstein et al., 1993). Sale signs drawing attention and desires of the shoppers(Inman et
al., 1990). States, consumers who are prone to sell more likely to perceive a higher value when the purchase price
compared with the price of a sale form is not provided in the form of sales(Inman et al., 1990; Lichtenstein et al.,
1993).Compulsive buyers may be to find a sales reward (While not necessarily deliberately followed one) by buying
more. Buy to offer an excuse for buying them, and at the same time reduce guilt buyers in connection with the
purchase(Faber et al., 1992). In addition, to obtain the sales price on a product that may be a source of extra
excitement and enjoyment for the consumer, allowing them to increase enjoy the benefits of finding a sales. As
mentioned, the experience of positive emotions during the buying process is very important to compulsive buyers
(Faber et al., 1989).
H1. There is a direct relationship between sale proneness and compulsive buyers.
We suggest that compulsive buyers will be get a good deal more than the value of transactions in their shopping
compared to non-compulsory buyers understand. Because of its focus on obtaining low prices and their willingness
to respond to sales and promotion, to get a good deal should be important to them. In addition, key features
compulsive buyers is that they are trying to experience positive emotions that can be extracted buying
process.Compulsive buyers love the act of purchase and for a period of time (usually short) purchase make them
happy (Aboujaoude et al., 2003). Another reason is that a good financial deal can be purchased forced an excuse to
buy, allowing them to quickly satisfy their desire to purchase, while at the same time reducing the strong emotions
of guilt that are often after purchase experienced(Faber et al., 1992). Lastly, completing the deal value must be more
for compulsive buyers, as their focus is on actually buying, and not only purchase.
H2.There is a direct relationship between perceived transaction value from a price promotion and compulsive
buyers.
Compulsive buyers are experienced buyers who are able to gather extensive knowledge of the product during the
period of frequent shopping trips than they have been (Kukar-Kinney et al., 2009).They should have enough
knowledge to assess the quality of the goods in a timely manner without having to spend considerable effort will
have to reach a purchase decision. So, rather aware, compulsive buyers should not need to rely on price as an
indicator of quality as well as non-compulsory less experienced buyers(Ofir et al., 2008; Rao et al., 1988).Before
deciding to buy, consumers may need to invest time and effort to get enough information to make an accurate and
informed assessment of the product, its benefits, and alternatives. When sufficient time is not available or when
there is little incentive to carefully assess, consumers may heuristics that rely on them in the decision-making
process. When the price used in this role, there will be a positive relationship between price and perceived value on
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the one hand, and the purchase intentions of the other.It is shown that consumers are likely to use price-quality
discoveries in situations when they don‟t have enough time to evaluate options or when they do not have enough
knowledge to judge the quality (Rao et al., 1988; Suri et al., 2003).
H3. There is a direct relationship between price-quality inferences and compulsive buyers.
Found that compulsive buyers have lower self-esteem than others (D‟Astous and Alain, 1990; Dittmar et al., 2000;
Faber et al., 1992). Prestige sensitivity to the feelings and beliefs of buyers that high commodity prices will signal to
others that the buyer has a high level of prestige and status (Aboujaoude et al., 2003).Research has shown a positive
relationship between tendency compulsive buying and interest fashion (Park et al., 2005).Since the compulsive
buyers self-esteem is low, we can expect that they should be more likely to buy prestigious products. Buy
prestigious products can help to increase their understanding of the goals and facilitate consumers in their value and
complete their value(Belk and Russell W, 1988).
H4.There is a direct relationship betweenprestige sensitivity and compulsive buyers.
Experience positive emotions, such as pleasure shopping, an important part of the process of buying for compulsive
buyers (Faber et al., 1992).They have something more pleasurable experience when they buy National as Compared
to store brands, lead them to prefer national brand stores. As sensitive to prestige, compulsive buyers are more
likely to receive increase confidence when they purchase (and consequently use it) well-known high price brands
(Ailawadi et al., 2001).This idea is true for apparel brands as well (for example Zara a store brand is more expensive
than Gerad).
H5.There is a direct relationship between brand consciousness and compulsive buyers.
The consumer is not aware of the price, get a low price for her product selection is less important than the consumer
price consciousness(Alford et al., 2002).Two basic theory is that from an economic standpoint about prices, buyers
are paying the minimum price to buy, and those who have knowledge price is about the lowest price they want
(Lichtenstein et al., 1993; Lichtenstein et al., 1988). Buy too often negative financial consequences involved, such
as severe debt credit card(Faber et al., 1992).Low prices can also better enable them to experience greater hedonic
benefits of shopping(Brenda Sternquist et al., 2003).
H6. There is a direct relationship betweenprice consciousness and compulsive buyers.
A specification of purchaser who exhibit high compulsive buying orientation is their greater frequency of shopping
and buying as well as spending more on their shopping in compare with costomers with lower compulsive buying
orientation(Kukar-Kinney et al., 2009).Prior research is obscure about how much consumers in total are informed
and knowledgeable of prices in the shops and across stores(Monroe and Kent B, 2003; Vanhuele et al.,
2002).Because of their repeated and extensive buying and purchase episodes, compulsive buyers can be able to
stack greater exposure to price information and become more knowledgeable about shops‟ prices in compare with
non-compulsive buyers during the time. Also, due to their extensive shopping experience, they should consider
themselves to be more knowledgeable.Therefore, we recommend that:
H7. There is a direct relationship between store price knowledge and compulsive buyers.
Methodology:Research Goal:-In this research, investigate the relationship between the role of price and the purchase decision of
consumers in the compulsive buying is amid.
Sample and Data Collection:- To examine the hypotheses, comprehensive survey was conducted among Molana
university students. At first we were a notification among all the students that their number was 1450.In the next
step, we could give surveys to 1230 students.Technical problems reduced the final number of potential people who
participated in the survey.816 people were removed, and 414 people participated in the survey correctly, resulting in
a response rate of 33.4 percent.63 percent of respondents woman, and 37 percent were male.Their mean age was 21
years(range 18-32 years).The survey questions were about: buying behavior, compulsive buying,consumer personal
characteristics, demographic and response to price.
Measures:The main reason for doing this research in a university setting is that more research is done in the field of
management science at the university.To measure the tendency of people to buy compulsive, we used 7 item
compulsive buing scale how recently developed.Compulsive buying structure is perceived of two dimensions:
impulsive buying and compulsive preoccupation with buying. We formed an index of compulsive buying and using
a 5-point Likert-frequency collected answers and the answers were tested by the test Baxsplot to find errors (see
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figure 1).we were measured, all price related constructs with multiple items. Most items were taken from the
previous literature and some were developed and added to existing items in this research.Cronbach's alpha was
calculated for each variable and all of them were above 7.5 . Then we identify the missing data and replacing them
with Median.
Figure 1:- _ Boxplot test
To test the sufficient of the volume of data, KMO and Bartlett's Test was used (see table 1).For normal testing, the
skewness and kurtosis were used.The primary method for model testing was structural equations modelling by
means of LISREL 8.73 . Ordinary Least Squares was used as the model estimation method due to using ordinal
scales for measurement (J reskog et al., 1996).
Table 1:- KMO and Bartlett's Test.
Kaiser-Meyer-Olkin Measure of Sampling Adequacy.
Bartlett's Test of Sphericity
Approx. Chi-Square
df
Sig.
.880
9.218E3
630
.000
Analysis and Results:In order to test of Hypothesis we conducted structural equation modeling (SEM) analyses. The model for these
analyses included seven exogenous latent factors, price consciousness, store price knowledge, sale proneness,
transaction value, price-quality inference, prestige sensivity and brand consciousness.Finally, the hypothesized
model also includes one latent endogenous factors, compulsive buying.The fit of the models was assessed with the 2
statistic, the Goodness- of-Fit Index (GFI), and the root mean square error of approximation (RMSEA). In addition,
we used the Comparative Fit Index (CFI), the Incremental Fit Index (IFI), and the Non-Normed Fit Index (NNFI).
For each of these statistics, values of 0.90 or higher are acceptable (Hoyle and R. H, 1995), except for the RMSEA
for which values up to 0.08 indicate an acceptable fit to the data(MacCallum et al., 1996). Furthermore, we
controlled for the 90% confidence intervals around the RMSEA. A narrow confidence interval is an indication for
good precision of the RMSEA(MacCallum et al., 1996). As noted, all constructs were assessed using 5-point Likert
type scales.
Descriptive Results, Measurement Model and Convergent validity:As can be seen from Table 2, it can be seen that the values in the diagonals are greater than the values in their
respective row and column thus indicating the measures used in this study are distinct. Reliability combined average
variance extracted for assessment of convergent and divergent validity. (see table2). Composite reliabilities range
from 0.88 (for Price consciousness) to 0.873 (for Price-quality inference), which exceed the recommended level of
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0.7, (see table 1), therefore, demonstrate a reasonable reliability level of the measured items. We used the factor
loadings (see table3), the recommended values for loadings are set at > 0.5. From table 2 it can be seen that the
results of the measurement model exceeded the recommended values thus indicating sufficient convergence
validity.
Table 2:- loading factors AVE, ASV, CR and MSV.
Construct
AVE
ASV
CR
MSV
Compulsive buying
0.593
0.094
0.905
0.144
Price consciousness
0.603
0.066
0.88
0.16
Store-price knowledge
0.605
0.112
0.822
0.16
Sale proneness
0.657
0.452
0.851
0.533
Transaction value
0.606
0.074
0.815
0.073
Price-quality inference
0.534
0.106
0.873
0.27
Prestige sensitivity
0.546
0.278
0.877
0.756
Brand consciousness
0.667
0.513
0.855
0.756
Table 3:- Descriptive Statistics, Bivariate Correlations.
Construct
CB
PC
SPK
SP
TV
PQI
PS
BC
Compulsive buying
1.01
Price consciousness
0.28
1.00
Store-price knowledge
0.20
0.40
1.00
Sale proneness
0.36
0.07
0.19
1.00
Transaction value
-0.05
0.24
0.27
0.26
1.00
Price-quality inference
0.29
0.07
0.13
0.35
-0.06
1.00
Prestige sensitivity
0.38
0.15
0.07
0.68
0.11
0.52
1.00
Brand consciousness
0.30
0.05
0.07
0.73
0.09
0.37
0.87
1.00
Construct reliabilities are displayed on the diagonal, construct inter-correlations obtained are reported below the
diagonal
Goodness of fit statistics:The primary method for model testing was structural equations modeling by means of
LISREL 8.73 and the polychromic correlation matrix as input. Ordinary Least Squares was used as the model
estimation method due to using ordinal scales for measurement (J reskog et al., 1996).This testing confirms a
model‟s goodness of fit, and the hypothesized paths. Results of SEM analysis showed that model fits well to the
data.(see table 4),
Table 4:- Goodness of Fit Statistics.
Modification
Chi-Square/DF
Before Modification 2.88
After Modification
2.53
RMSEA
0.068
0.061
PNFI
0.83
0.82
GFI
0.82
0.84
AGFA
0.79
0.81
NFI
0.92
0.93
NNFI
0.94
0.95
RFI
0.91
0.92
IFI
0.95
0.96
CFI
0.95
0.96
Structural Model:-As shown in Table 5. To evaluate the structural models‟ predictive power, we calculated the R2,
R2 indicates the amount of variance explained by the exogenous variables(Barclay et al., 1995).Using a T-value
technique with a sampling of 414, the path estimates and t-statistics were calculated for the hypothesized
relationships.Four hypotheses were not supported in the testing (the effect of store-price knowledge on compulsive
buying, the effect of price-quality inference on compulsive buying, the effect of prestige sensitivity on compulsive
buying and the effect of brand consciousness on compulsive buying).2 hypotheses were supported in the testing at
P<0.01 and 1 hypotheses were supported in the testing at P<0.05: As shown in Table 5the path coefficients ant
result of hypotheses.As shown in Table 5. To evaluate the structural models‟ predictive power, we calculated the R2,
R2 indicates the amount of variance explained by the exogenous variables(Barclay et al., 1995).
Table 5:- Result of hypotheses test .
Hypothesis
Price consciousness → Compulsive buying
Store-price knowledge → Compulsive buying
Sale proneness → Compulsive buying
T-value
3.77
1.56
3.24
Beta
0.23
0.10
0.30
R2
Result
Supported
NS
Supported
Sign
+
NS
+
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Transaction value → Compulsive buying
-3.77
Price-quality inference → Compulsive buying
0.78
Prestige sensitivity → Compulsive buying
1.70
Brand consciousness → Compulsive buying
1.11
|t|>1.96 Significant at P<0.05, |t|>2.58 Significant at P<0.01,
Int. J. Adv. Res. 4(10), 356-363
-0.22
0.5
0.29
-0.19
%27
Supported
NS
NS
NS
NS
NS
NS
Conclusions and directions of further researches:Considering that the customer return to the company for the purchase is one of the most demanding business
executives and given that demographic factorssuch as level of education of each person can change what price
factors affect on compulsive behavior. Due to the efforts to identify the influential factors prices on compulsive
buying in a study in 2012 by Monika Kukar-Kinney et al(Monika Kukar-Kinney., 2012) and taking into account the
studies that EstíbalizVillardefrancos in 2016 (EstíbalizVillardefrancos and José Manuel Otero-López, 2016) were
among the students about the prevalence of compulsory buying, we decided to do this study.The current study
examines the relationship between the role of price and the purchase decision of consumers in the compulsive
buying.This study will not only assist managers on identifying these kind of consumer, but it will also develop the
available knowledge on how to explore the role of these factors. According to the hypothesis, the price
consciousness has an impact on compulsive buyers.So one of the influential factors on Compulsive-buyers behavior
is Price-consciousness that marketers should pay more attention to while pricing goods.The next variable is sale
proneness, which affectson compulsive buyer.The result showed that the Sale-proneness has positive effect on
Compulsive-buyer behavior.Other variables that affect on compulsive buyer is transaction value.This point is
completely clear when consumers want to buy any goods, they pay more attention to Transaction-value. As the
results showed that this type of customers are just like other customers and when the Transaction-value is high, they
will be pleased. This factor makes them feel good to repeat purchase their own. Other variables in the study, such as:
store-price knowledge, price-quality inference, prestige sensitivityand brand consciousness about compulsive buyers
is not supported.Concerning directions of farther researches: Further investigation and experimentation into
identify other factors affecting on compulsive buying is strongly recommended. This research was conducted on
students in the academic environment. Only further research can specify who this result can be replicated in other
populations and contexts, as this research is restricted to the university students and relies on survey data from
individuals. Future studies are recommended to be investigated in other environments.
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