The Validity of Five-Factor Model of Personality to Predicting Impulse Buying Tendency

摘要

This paper examines the relationship between the Five-factor Model of Personality (FFP) tendency to use make impulsive credit card purchases by using linear regression model. The primary data is collected via convenient sampling method with 529 valid questionnaires. The empirical results indicate that the positive relationship between the ȁC;NeuroticismȁD; and ȁC;OpennessȁD; personalities with FFP is statistically significant. However, the relationship between ȁC;ConscientiousnessȁD; to FFP is in a negative relationship. The ȁC;Credit-card useȁD; can be served as a moderator of the effect variable of "Neuroticism" and "Conscientiousness" on impulse buying tendency. The results would provide a beneficial reference of knowledge management in marketing planning.