KOREASCHOLAR

Scholars have described compulsive behaviour as “hyperstimulation, sometimes unintentional and repeated overindulgence despite negative consequences, deception and self-neglect” (Hartston 2012). Compulsive buying behaviour has become an addiction amongst many consumers and it has fuelled the growth of the retail market since the 1990’s (Neuner, Raab and Reisch 2005; Koran et al. 2006). The higher spending power of the middle-class consumer has led to a greater demand of luxury branded products so that consumers can attain a higher level of social class within the society. This study will explore the impact of emotional factors (self-esteem, FOMO, brand prestige, and brand consciousness) and rationale factors (product quality, price consciousness and sale proneness) on compulsive buyer’s purchase intention. This is the first study to explore the impact of emotional and rationale factors on compulsive buying behaviour in the luxury branded product category. The results show that young consumers with high compulsive buying tendencies are more heavily influenced by emotional factors. Therefore, retailers could target young consumers by focusing on brand prestige and the brand name.

• Michael Lwin(Curtin University, Australia)
• Ya Xiao(Curtin University, Australia)