Relationship Between Motive, Credit Card, Information, Peer and Frequency with Compulsive Buying Tendency - UUM Electronic Theses and Dissertation [eTheses]

RELATIONSHIP BETWEEN MOTIVE, CREDIT CARD, INFORMATION,

PEER AND FREQUENCY WITH COMPULSIVE BUYING TENDENCY

A thesis submitted to the Faculty of Business Management in partial fulfillment of the requirements for the degree

Master

of

Science (Managenlent),

U n i vers

it

i U

t

ara Ma 1 ay s i a

by

Mohamad Bin Ali

0

MOHAMAD BIN ALI, 2004. All rights reserved

Sebagaimana yang diketahui. pembelian kompulsif merupakan suatu gelagat atau tabiat nienibeli yang lahir secara desakan dari dalani diri seseorang. Individu yang terlibat dalam pembelian kompulsi f nierupakan rnereka yang rendah tahap pen ^g h arg aa n d i ri

.

1 e b i 11 c e n d e rung ke pad a ke k) e n d aa 11, III e 111 p u i i y a i r a s a ke c e wa selepas ineinbuat pembelian. lebih suka berfantasi dan j uga suka nieniru gelagat orai-ig yang nierska sukai seperti artis dan sehagainyii. Pernbelian kompulsif ini boleii menysmbsbkan wseorang terli bat dalam niasalah kewangan dan j uga niasalah sosid seperti hutang yang sukar diselesaikm. menjadi niusflis dan juga terlibat dalarn pertengkaran atau pcrgaduhan j ang mungkin n i e n i b w a kepada penceraian. Dalam kajian hi. pengunaan kad kredit, gelagat Inennbeli-belah untuk menghilangkan tekanan. pembelian secara tidak dirancang (unplanned purchases). pengaruh rakan-rakan. pendedahan kepada pengiklanan dan t a \ . a n ~ a n - t a q . a n ~ ~ ~ ~ i dalani t t ' h isyw d m j uga kekerapan menibuat pcnibelian telah diukur untuk niengetaliui saniada perkara tersebut nienipun! :ii hubwigan kearah kecenderungan penibelian kompulsif. 'Selain itu. perbeman -iantina j uga diukur dalam kajian ini uiituk mengetahui kecenderuiigan kepada pciiibclian Lonipulsif. Secl;ra i - i ~ 1 1 L l i > ~ i i ~ 3. h ; i I daripada kaJ iaii nit'ndapati pelisil11;i;i11 klid

L

1-c d i t s i ^1, ap nit' ni be 1 i -be 1 ah 11 11 tu k be rsc'ron o k bag i mengli i 1 an g k ^{a i} t c 1, iin 211 d an .j uga pemhelictn

>

^{ang sc'c;ira tiba-tiha atau} tidak dirancllng telaii iiic'ndorong

ts rhadap hscedt.rungan pembs I iaii L o i i i puls i f. Se lai n it u. kekerapaii iiic i i o 11 ton tayangm juga mempunyai hubungan dengar pembelian kompulsif. Daripada liaj iaii ini. telah diwuj udkan tiga teori implikasi iaitu Hedonic Motive, Perceive Buying Capacity dan juga Direct Marketing Stimuli. Kajian ini telah meinbuka j alaii untuk ka-j ian selanj utnya di Malaysia.

11

ABSTRACT

Compulsi\ ^t' buying is a chronic. repctitive buying that becomes a primary respond to n e g a t i x feelings. I t is also known as addictke behavior. People who are in\vl\red in this iicgatiw befia\,iL3r have the tendenc!. to face financial and social problenis such as divorce, debt, and personal bankruptcy. Compulsive buyers are d s o known for

!iaving low self-esteem, materialistic, a high level of tendency to fantasize.

depression, anxiet)., obsession and feeling of guilt after purchase. I n this study. the

\ ariab!es been used are hedonic motivation, credit cards use. unplanned purchase.

pee1- influence.

TV

\;iewing and shopping frequency. The study also to identify the cross gender in compulsive buying tendency. The results exhibited the positive correlation of hedonic niotii-ation. credit card use and unplanned purchases with compulsi\ e hu? ing tt.ndenc!-. Beside that. frcqusnt n-atching :no\ ;es also have

~-i.lationship ^\i ith coiiipulsi\.e bu>*ing tendt'iic> . Tha-c art' three theoretical iniplicatic~ris h;i\ c' been created ti-o~ii the findin;; and the! are I ledotiic Miti! e.

Pcrcc'iL ^t' 13uj-ing Capacit! and Direct \,larkc.ting Stiiiiuli. This stud! has disco1 ered tIic c,pp-tunitii.j for furtht'r stud! I-egardin~ compulsi\'s buj.ing tendenc> in Mala! sia.

111 ...

TABLE OF CONTENT

Page Number PERMISSION TO USE

ABSTRAK

ABSTRACT

ACKNOWLEDGEMENT TABLE OF CONTENT LIST

OF TABLES

LIST OF

FIGURES

1.1

1.2

1.3 1.4 1.5 1.6 1.7 1.8

2.

I

2.2 2.3 2.4 2.5

2.6

2.7 2.8 2.9 2.10 2.1 1 2.12 2.13

CHAPTER ONE: INTROIIWCTION

Introduction. ...

Problem Statement ...

Objective

of

the Study ...

Scope of

Study. ...

Significance of the Study ...

Limitations ...

Organization

of

the Study ...

Assumptions. ...

1

u

111

..

...

iv

V V l l l ...

ix

I

2 7 8 8 10 30 11

CHAPTER TWO: LITERATURE REVIEW ON ISSUES RELATED TO COMPULSIVE BUYING

Introduction. ... 12

Compulsive Consumption. ... 12

Compulsive Buying Behavior. ... 14

Impulsive buying ... 23

24 Hedonic Value. ... 2.5.1 Hedonic Need (such as for fun,

novelty and

surprise). .. 24

2.5.2 Hedonic Motivation in Buying Behavior. ... 25

Credit Card Use.. ... 27

2.6.1 Credit Cards.. ... 27

2.6.2

A

Source

of

Credit ... 27

Unplanned Purchases. ... 29

2.7.1

Types of

Unplanned

Purchases.

... 30

Television Viewing. ... 32

Peer Influences.. ... 36

27 Shopping Frequency. ... Gender. ... 38

Theoretical Framework. ... 46

Hypotheses. ... 47

The contents of the thesis is for

internal user

only