A Study of Relationship between Money Attitudes, Materialism, Credit Card Use, Perceived Social Image and Compulsive Buying Apparel at Shopping mall in Phathumthani

Abstract

Compulsive buying, which can be defined as an irresistible urge prompted by negative affectivity and resulting in excessive and time-consuming retail activity, is generally perceived as having a negative influence on customer purchasing behaviors. Factors that influence compulsive buying include money attitude, credit card use, materialism and perceived social image. This study aims to study the relationship between money attitude, materialism, credit card use, perceived social image and the compulsive buying of apparels at a shopping mall located at Future Park Rangsit in Pathumthanit. The data was collected through an online questionnaire that surveyed 300 respondents via software (Surveycan website), people who have bought apparels at Future Park Rangsit shopping mall. The sampling procedure used non-probability and the convenience sampling technique. The data were analyzed by Pearson Correlation and descriptive statistics were used to provide the mean and demographic percentages. In addition, inferential statistics were used to test the relationship among the variables. The research shows that attitudes toward money have no significant relationship with compulsive buying. However, three independent variables, materialism, credit card use, and perceived social image, have a positive relationship with compulsive buying. Consumers see brands as a means of expressing self-concepts. Since credit card use directly affects compulsive buying, the mall should put even more emphasis on strategies such as card promotions, cash back, point, reward, or 0% installment and discount when using credit cards. Finally, the mall should promote products and services that can enhance the social status of customers.