Purpose

The main purpose of this research is to evaluate Gluttony's role in consumers' compulsive buying behaviour. Specifically, the authors want to identify the main psychological antecedents of the construct (expressed with the Big Five) and the moderating effects of shopping motives (in the two dimensions hedonism and utilitarianism).

Design/methodology/approach

The hypotheses were tested by applying survey data from 335 participants to a mediation model with a moderator.

Findings

The results show that consciousness adversely affects gluttony, while neuroticism has a positive impact on it. Gluttony, in turn, mediates the relationship between these personality traits and compulsive buying behaviour. Finally, contrary to what might be expected, only utilitarianism accentuates the effect of gluttony on compulsive buying behaviour.

Practical implications

Using these results, managers and policymakers can create more effective strategies for their commercial or awareness initiatives.

Originality/value

This study clarifies the role of gluttony in consumer behaviour by identifying the underlying personality traits.

中文翻译：

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暴食是强迫性购买行为的预测因子

目的

这项研究的主要目的是评估暴食在消费者强迫性购买行为中的作用。具体来说，作者希望确定结构的主要心理先例（以“五巨头”表示）和购物动机的调节作用（在享乐主义和功利主义两个维度上）。

设计/方法/方法

通过将来自335名参与者的调查数据应用于主持人的调解模型，对假设进行了检验。

发现

结果表明，意识对贪食有不利影响，而神经质则对其有积极影响。反之，暴食则介导了这些人格特质与强迫性购买行为之间的关系。最后，与预期相反，只有功利主义强调暴饮暴食对强迫性购买行为的影响。

实际影响

利用这些结果，管理者和决策者可以为他们的商业或意识计划制定更有效的策略。

创意/价值

这项研究通过识别潜在的人格特质，阐明了暴食在消费者行为中的作用。