A Study of the Internal and External Factors Influencing Consumers’ Compulsive Buying Behavior in the Fashion Industry in Egypt

Abstract

The main aim of this research is to identify the relationship between the internal and external (self-esteem, materialism, impulsive buying, sales promotion, advertising, and credit cards misuse) factors influencing consumer’s compulsive buying behavior in the fashion industry in Egypt. It is assumed that the internal and external factors positively correlated with consumer’s compulsive buying behavior. A total of 400 questionnaires were distributed among academic staff in 6 private universities in Cairo using proportionate quota sampling technique. The data collected from the survey were analyzed by SPSS version 3 to conduct confirmatory factor analysis, descriptive analysis, correlation analysis, and multiple regression models to support the hypothesis developed by the researcher. Concerning the internal factors, the results indicated that there is a significant positive relationship between materialism, impulsive buying and compulsive buying behavior of Egyptian consumers in the fashion industry. While on the other hand, there is an insignificant relationship between low self-esteem and compulsive buying behavior. As for the external factors the results showed that there is a significant positive relationship between sales promotions, credit cards misuse, and compulsive buying, while there is an insignificant relationship between advertising and compulsive buying. The results of this study could hel