The Big Five dyad congruence and compulsive buying: A case of service encounters |
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| Institution: | 1. Research Institute of Business Analytics and Supply Chain Management, College of Management, Shenzhen University, Shenzhen, China;2. EM Normandie Business School, Métis Lab, Le Havre, France;3. School of Management, Xi''an Jiaotong University, Xi''an, China;1. Aeronautics Institute of Technology - ITA, Praça Marechal Eduardo Gomes 50, Vila das Acácias, São José dos Campos, SP, 12228-900, Brazil;2. Federal University of Goiás - UFG, Faculty of Science and Technology, Mucuri S/N - Setor Conde dos Arcos - Aparecida de Goiânia Campus, GO, 74968-755, Brazil;1. College of Economics and Management, Nanjing University of Aeronautics and Astronautics, Nanjing, China;2. School of Business, Pusan National University, Busan, 46241, South Korea;1. Department of Industrial and Information Management, Center for Innovative FinTech Business Models, National Cheng Kung University, Taiwan;2. Department of Industrial Management and Enterprise Information, Aletheia University, Taiwan;3. Department of Industrial and Information Management, National Cheng Kung University, Taiwan;1. School of Economics and Business Administration, Chongqing University, Chongqing, China;2. Institute of Economics and Management, Henan Agricultural University, Zhengzhou, China;3. School of Business, Renmin University of China, Beijing, China;4. School of Public Policy and Administration, Chongqing University, Chongqing, China;1. University of Borås, Dept. of Business Administration and Textile Management, Allégatan 1, 501 90, Borås, Sweden;2. University of Lund, Dept. of Arts and Cultural Sciences, Box 192, 22100, Lund, Sweden;1. School of Economics and Management, Nanjing University of Science and Technology, Nanjing, China. 200 Xiaolingwei Road, Nanjing, Jiangsu Province, 210094, PR China;2. Department of Business Administration, Nanjing University of Finance and Economics, Nanjing, China. 3 WenYuan Road, Nanjing, Jiangsu Province, 210023, PR China;3. School of Management, University of Science and Technology of China, 96 Jinzhai Road, Hefei, Anhui Province, 230026, PR China |
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| Abstract: | This research examines how the Big Five personality congruence between buyers and sellers influences compulsive buying in a dyadic service encounter. We gathered 904 buyer-seller data and computed personality congruence using the difference score technique. The study findings manifested that buyer-seller congruence in agreeableness and openness increases compulsive buying behavior, whereas buyer-seller congruence in neuroticism decreases this behavior. Further analysis showed that pleasure enhancement dampens the negative impact of neurotic congruence on compulsive buying. In contrast, stimulation enhancement strengthens the positive influence of open-minded congruence on compulsive buying. Conclusively, compulsive buyers exhibit varying buying behaviors based on their personality congruence (incongruence) with their corresponding sellers'. Hence, marketing managers should create similar (dissimilar) buyer-seller pairs to boost firms' sales. |
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| Keywords: | Compulsive buying Interpersonal congruence The Big Five Pleasure enhancement Stimulation enhancement |
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