Abstract:
In today’s consumer society, shopping is an important aspect of our daily
life. In effect, shopping attitudes may distinguish one county from another
and reflects your financial situation and shows you preferences and life
style. The purpose of this research is to investigate the relationship of
compulsive buying with its antecedent. 395 self-administrated
questionnaires were distributed among Sudanese markets and shopping
malls visitors and consumers. The response rate was 85%. Collected data
was analyzed using SPSS V25 and AMOS v25. EFA and CFA
requirements were achieved for the model fit. Result of analysis shown
that antecedents peer group stress, celebrities and Materialism are having
the vigorous effect on compulsive buying behavior. Peer group was the
most durable factors of compulsive buying behavior. Also, result have
shown that perceived service quality was able to moderate the relation
between antecedents and compulsive buying behavior. Marketers can use
the outcome of this study to develop service value for their consumers,
Psychologist can use this study in order to eliminate buying addition
among buyers. Other researchers can also benefit from the development
model. This study had classification scheme of compulsive buyers
(compulsive, normal and non-compulsive), unlike previous dichotomous
classification. This study also provides the first estimate of compulsive
buying prevalence in Sudan.
