AntecedentsofCompulsiveBuyingBehavior AndtheModeratingRoleofPerceivedService Quality

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.