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Marketing companies has introduced a new issue to society, i.e. , compulsive purchasing ( Roberts and Jones, 2001 ) . This phenomenon among pupils is being concerned because of a lifting figure of adolescents maladaptive preoccupation with purchasing or shopping or frequent purchasing points that are non needed or can non afforded or shopping for longer period clip than intended. This phenomenon is called compulsive purchasing behaviour.

This is based on the recent survey confirmed through empirical observation that compulsive purchasing is on the rise ( Neuner, Raab, and Reisch, 2005 ) . Harmonizing to the recent survey which is conducted in Canada ( d’Astous, Maltais, and Roberge, 1990 ) indicate that compulsive purchasing jobs are present in the adolescent consumer population.

Harmonizing to Kraeplin ( 1915 ) and Bleuer ( 1930 ) , compulsive purchasing was first described in the clinical and the psychiatric literature in the beginning of the twentieth century in which compulsive purchasing behaviour besides known as ‘Oniomania ‘ . As defined in Encyclopedia, Oniomania is the scientific term for the compulsive desire to shop, frequently known as compulsive purchasing, compulsive shopping, shopping craving or shopaholism.

Over the past decennary, involvement in compulsive purchasing upset has increased, possibly due to increasing involvement in the future obsessive-compulsive spectrum upset ( Black, 2001 ) .

Harmonizing to Eric and Andrea ( 2006, October ) , approximately 5.8 % of the U.S population are compulsive purchaser. While harmonizing to a survey which conducted by University of Chicago Press Journals ( 2008, September ) suggests that compulsive purchasing may impact more consumers than antecedently demonstrated. This survey suggests that every bit many as 8.9 % of the population can be classified as compulsive purchaser. This proved that compulsive purchasing behaviour widens about every twenty-four hours, with the recent research, surveies, and studies of shopping dependence published in Canada, Mexico, and Brazil, most of the states of Western Europe, Israel, Australia, South Korea, and now even China.

There are a batch of researches about compulsive purchasing implicate that there are many causes that contribute to do this phenomenon happened. For case, harmonizing to Valence, d’Astous and Fortier ( 1988 ) , they consider household, familial, situational, and biological factors and anxiousness as the factors that lead to the visual aspect of compulsive purchasing behaviour. While based on the attack of Scherhorn, Reisch and Raab ( 1990 ) , Edwards ( 1992 ) , and Cole ( 1995 ) , the function of the household and personality traits are one of the factors that lead to the development of compulsive purchasing behaviour.

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Besides that, consumer scientific discipline research workers have been concentrating on the characteristic and the old conditions of compulsive purchasing, such as holding a more compulsive personality, lower ego regard, and more intensely fantasy life than normal consumers ( Faber and O’Guinn, 1992 ; Lee, Lenno, and Rudd, 2000: O’Guinn and Faber, 1989 ; Valence, d’Asous, and Fortier, 1988 ) .

1.1.1 Factors Influencing the Consumer ‘s Compulsive Buying Behavior

Based on old research, there are a batch of factors that can lend to the visual aspect of this phenomenon. Hence, this survey will concentrate on the few factors that contribute to the visual aspect of compulsive purchasing behaviour among pupils i.e. , self-esteem, mercenary value and attitude towards money ( power, anxiousness and misgiving ) among pupils to look into the relationship between the factors and the compulsive purchasing behaviour.

Self -esteem

Compulsive purchaser ever have stronger emotional that related to purchasing motive, such as they will purchase things uncontrolled when they are in the status of low self-esteem or negative temper. It has been found out that compulsive purchasing inclinations are significantly negatively related to an person ‘s self-esteem. DeSarbo and Edwards ( 1996 ) province that hapless self-pride is correlated with compulsive purchasing behaviour. This implies that persons, who use purchasing to counterbalance for their self-esteem, are more prone to develop compulsive purchasing behaviour. Chang and Arkin ( 2002 ) found that people with low self-prides and market diffidence are evidently eager consumers.

Materialistic value

Belk ( 1985 ) states that old research has shown that compulsive purchasers scored significantly higher on philistinism subscales. Watson ( 2003 ) found that mercenary people tended to be more likely to pass money, more likely to show positive attitude towards borrowing money for luxury purchases than were less mercenary people.

Attitude towards money

Yamauchi and Templer ( 1982 ) defined that money attitude of power-prestige, misgiving, and anxiousness is closely related to compulsive purchasing. There are entire of five constituent which being included in this graduated table, which are power-prestige ( usage of money to influence and impress ) , retention-time ( money behaviours necessitating planning and readying for the hereafter ) , misgiving ( uncertainty and misgiving associated with money minutess ) , anxiousness ( an attitude that money is a cause of anxiousness every bit good as a cause of protection from anxiousness ) , and quality ( buying quality merchandises as a chief behaviour. Roberts and Jones ( 2001 ) explained that the undermentioned research has focused on power, anxiousness and misgiving because of their convergence in the major money attitude research of both Furham and Yamauchi.

1.1.2 Significant difference between gender and compulsive purchasing behaviour

Gender does look to be a major factor. A old survey found that bulk of compulsive purchasers is female ( Faber 1992 ; O’Guinn and Faber 1989 ; Scherhorn, Reisch, and Raab 1990 ) . In contrast, Roberts and Tanner ( 2000 ) argue that they are failed to happen any gender differences on a survey among striplings. Thus, some research workers question gender differences are an artefact created because males are less likely to do known their debatable behaviours ( Faber and O’Guinn 1992 ; Roberts 1998 ) . For this ground, sing the inquiry affecting the gender differences, gender will be one of the variables which will be focused on this survey excessively.

1.2 Problem Statement

Young people are the parents, decision-makers, concern people and the leaders of tomorrow. Behavior termed compulsive purchasing in clinical literature ; has started to pull research notice ( Black, 2004 ; Dittmar, 2004a ; Faber, 2004 ) . Hence, due to the turning figure of people engage in uncontrolled, inordinate purchasing, this has lead to psychological sorrow and serious effects on persons ‘ lives, such as extended debt ( Benson, 2000 ; Dittmar, 2004b ) . Furthermore, a recent survey confirmed through empirical observation that compulsive purchasing is on the addition ( Neuner et al. , 2005 ) .

Presents, adolescents are still easy being influenced by all sorts of factors. As a people who are concern about the hereafter of the adolescents, they need to happen out the root cause of finding this compulsive purchasing behaviour among adolescents and seek to turn to this job. Therefore, the life of development of the adolescents will be perfect in the hereafter because they realize the factor which causes the forming of this behaviour.

This survey is being carried out to look into the influence of three selected factors i.e. , self-esteem, mercenary value and attitude towards money ( power, anxiousness and misgiving ) among pupils which contribute to compulsive purchasing behaviour. In add-on, this survey is besides aimed to the difference of male and female pupils in their compulsive purchasing behaviour.

Therefore, based on the scenario and job discussed before, this survey attempts to reply the undermentioned inquiries:

How does self-esteem influence pupil ‘s compulsive purchasing behaviour?

Is there any relationship between mercenary value and compulsive purchasing behaviour?

Does attitude towards money ( power, anxiousness and misgiving ) have an impact on compulsive purchasing behaviour?

Make male and female pupils differ in their compulsive purchasing behaviour?

1.3 Significant of the Study

Young people are the hereafter of tomorrow. As a recent survey confirmed through empirical observation that compulsive purchasing is on the addition ( Neuner el al. , 2005 ) , therefore it is a demand to undergo this survey to look into the relationship of the three selected factors which contribute to compulsive purchasing behaviour among pupils, and gender differences in compulsive purchasing behaviour. The important of the survey can be viewed from assorted positions.

From consumer position, consumer can derive a batch of information about compulsive purchasing behaviour that they may ne’er hear before. They can cognize the factors which contribute to this compulsive purchasing behaviour and can heighten the cognition of this sort behaviour. Hence, they will be more concern about this turning issue particularly among adolescents which are easy influenced by the environment.

From marketer position, compulsive purchasing behaviour will hike up the economic system of our state and at the same clip, sellers can derive a batch of net incomes due to this issue. This is because in the seller ‘s head set, net income maximization is the chief ends that they want to accomplish.

From non-government organisation ‘s ( NGO ) position, they have be more patient on educating and turn toing this societal behaviour compulsive purchasing among society particularly adolescents because uncontrolled and inordinate purchasing will take to others societal related jobs for case fiscal jobs, heavier recognition card use and so on.

1.4 Aims of the Study

1.4.1 General Objective

This survey aims to look into compulsive purchasing behaviour among University Tunku Abdul Rahman ( UTAR ) Students.

1.4.2 Specific Aims

1 ) To analyze the influence of self-pride on pupil ‘s compulsive purchasing behaviour.

. 2 ) To look into the relationship between mercenary value and compulsive purchasing behaviour.

3 ) To find the consequence of attitude towards money ( power, anxiousness and misgiving ) on compulsive purchasing behaviour.

4 ) To distinguish compulsive purchasing behaviour among male and female pupils.

1.5 Hypothesis of the Study

Hypothesis 1

Holmium: There is no important relationship between self-pride and compulsive purchasing behaviour.

Hypothesis 2

Holmium: There is no important relationship between mercenary value and compulsive purchasing behaviour.

Hypothesis 3

Holmium: There is no important relationship between attitude towards money ( power, anxiousness, and misgiving ) and compulsive purchasing behaviour.

Hypothesis 4

Holmium: There is no important difference in compulsive purchasing between male and female pupils.

1.6 Restrictions of the Study

The current survey is merely focused on the pupils of University Tunku Abdul Rahman ( UTAR ) at Kampar, Perak. In this survey, sample size is one of the restrictions. The sample size is relatively little as it merely limited to the pupils who go into library of University Tunku Abdul Rahman ( UTAR ) Kampar, Perak. Hence, the survey is difficult to stand for the whole population of pupils. Besides that, this survey can non stipulate to all the pupils in University Tunku Abdul Rahman ( UTAR ) because there are merely 100 pupils will be selected as the sample of the survey.

The truthfulness of the survey is based on the honestness of the respondents when they fill in the information in the questionnaire. In contrast, the misinterpretation of the respondents towards the inquiries might act upon the dependability and cogency of the consequence.

Subsequently, clip and power that can be used by the research workers are limited.

1.7 Research Framework

This survey consists of two independent variables ( factors act uponing compulsive purchasing behaviour and gender ) and one dependant variable ( compulsive purchasing behaviour ) .

Factors act uponing compulsive purchasing behaviour

Self-esteem

Materialistic value

Attitude towards money

Power

Anxiety

Misgiving

Compulsive Buying Behavior

Demographic Characteristic

Gender

Figure 1: Research Model

1.8 Definition of Terminology

The conceptual and operational definitions of the chief key footings are as shown below:

1.8.1 Compulsive Buying Behavior

Conceptual: Compulsive purchasing behaviour is defined as “ chronic, cyclical buying that becomes a primary response to negative feeling ” ( O ‘ Guinn and Faber, 1989 ) .

Operational: Compulsive purchasing behaviour in this survey is refers to excessive, uncontrolled frequent purchasing points that are non needed or can non afford which addicted by pupils.

1.8.2 Self-esteem

Conceptual: Self-esteem is a term used in psychological science to reflect a individual ‘s overall rating of his or her ain worth. Self-esteem includes point of view and emotions such as victory, depression, satisfaction and embarrassment ( Wikipedia, 2010 ) .

Operational: Self-esteem in this survey is refers to the pupils positive or negative attitude towards himself or herself and rating of his or her ain worth.

1.8.3 Materialistic value

Conceptual: Highly mercenary value people believes that the acquisition of stuff goods is a cardinal life end, premier index of success, and cardinal to happiness and self-definition ( Richins, 2004 ) .

Operational: Materialistic value in this survey is refers to mercenary value among pupils in which can be achieved by acquisitioning material goods to carry through ain satisfaction.

1.8.4 Attitude towards money

Conceptual: There are of sum of five constituent which is being included in attitude towards money, which are power-prestige ( usage of money to influence and impress ) , retention-time ( money behaviours necessitating planning and readying for the hereafter ) , misgiving ( uncertainty and misgiving linked with money minutess ) , anxiousness ( an attitude that money is a cause of anxiousness every bit good as a cause of protection from anxiousness ) , and quality ( buying quality merchandises as a chief behaviour ( Yamauchi and Templer, 1982 ) . Roberts and Jones ( 2001 ) explained that the undermentioned research has focused on power, anxiousness and misgiving because of their convergence in the major money attitude research of both Furham and Yamauchi.

Operational: Attitude towards money in this survey refers to the three constituents which are power, anxiousness and misgiving which have been explained by Roberts and Jones at the old research.

Chapter 2

LITERATURE REVIEW

2.1 Introduction

This chapter is purposes to supply an extended reappraisal from past research pertaining to compulsive purchasing behaviour among young person. This treatment will be based on several subtopics i.e. , compulsive purchasing behaviour, selected factors act uponing compulsive purchasing ( self-esteem, mercenary value, and attitude towards money ) , and the relationship between gender and compulsive purchasing behaviour.

2.2 Compulsive Buying Behavior

Harmonizing to Esquirol and Freud ( 1838, 1895 ) , there was began the investigation of consumer compulsive behaviour since a century ago. During recent old ages, there has been turning involvement in the phenomenon called purchasing dependence, as this can be known by the increasing Numberss of articles published since 1985 in scientific diaries, particularly in the last eight old ages ( Dittmar, 2004 ) . This type of uncontrolled behaviour, termed compulsive purchasing in the clinical literature, has started to pull research attending ( Black, 2004 ; Dittmar, 2004a ; Faber, 2004 ) .

Shiffman and Kanuk ( 2000 ) defined compulsive purchasing as a type of compulsive ingestion that represents unusual consumer behaviour and is regarded as the dark side of use. It is besides known as ‘chronic, cyclical buying that becomes a primary reaction to negative events or attack ‘ ( O’Guinn and Faber, 1989 ) .

In proficient term, compulsive purchasing behaviour is besides known as ‘Oniomania ‘ , which means that compulsive craving to shop, more normally referred as compulsive shopping, shopping passion or shopaholics ( Wikipedia, 2010 ) . Compulsive purchasing behavior lead to organize compulsive consumers which refers to the people who are impetuously driven to devour, can non command this behaviour seems to get away from others job by bemused purchasing.

There are some research workers who still agree that compulsive purchasing as “ an inordinate instance of a comprehensive impulse to purchase in the normal consumer population ” ( D’Astous, 1990 ; Dittmar, 2000 ; Scherhorn, Reisch, and Raab, 1990 ) . Compulsive purchaser or shopaholics normally spend a batch of money on unneeded points because they lose the sense of control. Some of them even feel sorrows for what they have done on how much money they have spend, visual aspect of the feeling of black, guilty after they bought those unneeded points.

On the contrary, Campbell ( 2000 ) argued that who uses the term ‘shopaholics ‘ to mention to persons who think that shopping can carry through their satisfaction and the term ‘spendaholics ‘ to depict persons who feel inordinate demands to purchase points. Meanwhile, Dittmar ( 2000 ) prefers to utilize the term “ inordinate ” purchasing. It is because the research workers consider of the act of purchasing being located on a continuum runing from “ ordinary ” to “ inordinate ” and concludes that compulsive consumers are non qualitatively different from normal consumers.

Based on the recent research which is conducted in Canada ( D’Astous, Maltais, and Roberge, 1990 ) show that compulsive purchasing job is present in the adolescent consumer population. There are a batch of researches about compulsive purchasing implicate that there are many causes which contribute to do this phenomenon to go serious. Adolescents today have been reared in a alone and radically altering environment. Therefore, an probe of the factors which lead to compulsive purchasing in this coevals is warranted.

2.3 Factors act uponing compulsive purchasing behaviour

2.3.1 Self-esteem

One of the factors which lead compulsive purchaser to be preoccupied in purchasing mode is self-esteem. Rosenberg and Simmons ( 1975 ) defined self-esteem as the negative or positive attitudes towards himself or herself of a individual. When one individual ever in the status of low self-confident this will promote themselves to make something which can carry through and can give them a great satisfaction ( Rosenberg and Simmons, 1975 ) . Therefore, they will affect in inordinate and uncontrolled purchasing to hold a great satisfaction to themselves.

Compulsive purchaser ever have stronger purpose which related to purchasing motive, such as they will purchase things uncontrolled when they are in the status of low self-esteem or negative temper. It has been found out that compulsive purchasing inclinations are significantly negatively related to an person ‘s self-pride, which means that when a individual has lower self-pride comparison to other individual, the individual who has lower self-pride will affect in purchasing mode which is uncontrolled and inordinate to counterbalance her self-esteem ( Miriam and Vel, 2009 ) .

Harmonizing to DeSarbo and Edwards ( 1996 ) , hapless self-pride has been associated with compulsive purchasing. This implies that persons, who use purchasing to counterbalance for their self-esteem, are more prone to develop compulsive purchasing behaviour. Chang and Arkin ( 2002 ) found that people with low self-prides are evidently eager consumers.

Given that, a big figure of research workers have provided empirical grounds for a nexus between compulsive purchasing and factors such as low self-pride ( D’Astous, 1990 ) . Therefore, low self-pride has been identified as a factor or a driver of compulsive purchasing ingestion. This will take this survey toward a more clear vision to identified factors which lending to compulsive purchasing behaviour.

2.3.2 Materialistic value

There has been originating the concern of the degree of philistinism in kids and even striplings among parents, pedagogues and societal scientists ( Chaplin and Deborah, 2007 ) . There was a explosion of recent books which was responded by societal scientist criticize that the development of mercenary values among immature consumers in which is due to the selling ‘s function ( Kasser, 2002 ; Linn 2004 ; Schor, 2004 ) .

Zinkhan ( 1994 ) found out that philistinism has an of import deduction for ingestion significances, self-identity, quality of life, life fulfilment, and felicity. On the contrary, Richins and Dawson ( 1992 ) explained that philistinism is a set of centrally held beliefs about the importance of properties in one ‘s life. On the other manus, Fournier and Richins ( 1991 ) argued that mercenary consumers might believe that they are unable to accomplish felicity without holding adequate or sufficient or appropriate ownership.

Materialism truly have great influences on what consumers desire from their ownerships and what merchandises they believe that can do them to experience satisfy during they consume it ( Richins, 1994a ) . High philistinism consumers place more emphasis on publically consumed and expensive points and are more likely to rate them for the significances of success and position. Acquisition centrality is a specifying constituent of philistinism ( Richins and Dawson, 1992 ) . Via attainment, mercenary consumers try to carry through higher order demands such as desire for prestigiousness ( Fournier and Richins 1991 ; Richins and Dawson 1992 ) .

There are some nexus between compulsive purchasing and mercenary value. Belk ( 1985 ) states that old research has shown that compulsive purchasers scored much higher on philistinism subscales.

Similarly, Watson ( 2003 ) found that mercenary people tended to be more likely to pass money, more likely to show positive attitude towards borrowing money for luxury purchases than were less mercenary people. Likewise, Dittmar ( 2005 ) besides found out that philistinism was closely related to purchasing motive. It besides indicates that philistinism is correlated with attitude towards money among adolescents.

2.3.3 Attitude towards money

There are many disbursement and other money related facets have been studied for good over hundred old ages ( Wallance, Paulson, and Lord, 2005 ) . Yamauchi and Templer ‘s ( 1982 ) constructed and validated 29-items Money Attitude Scale from factor analysis of a 62 points step less than a decennary subsequently.

There are entire of five constituent which being included in this graduated table, which are power-prestige ( usage of money to influence and impress ) , retention-time ( money behaviours necessitating planning and readying for the hereafter ) , misgiving ( uncertainty and misgiving linked with money minutess ) , anxiousness ( an attitude that money is a cause of anxiousness every bit good as a cause of protection from anxiousness ) , and quality ( buying quality merchandises as a chief behaviour ( Yamauchi and Templer, 1982 ) .

Roberts and Jones ( 2001 ) states that following recent research has focused on power, anxiousness and misgiving because there are convergences in the major money attitude research of both Furham and Yamauchi. Roberts and Jones ( 2001 ) emerge to be the first research worker who uses moderateness as a tool to explicate about the associations between money attitudes and behaviours.

Yamauchi and Templer ( 1982 ) found out that money attitude of power-prestige, misgiving, and anxiousness is closely related to compulsive purchasing. On the contrary, Furham ( 1984 ) concluded that people ‘s attitudes and behavior toward money use are different in which based on several of variables such as sex, age and instruction.

Handley and Wilhelm ( 1992 ) found out that compulsive purchaser is different with ‘normal ‘ consumers in which they will preoccupy with the significance of the money and utilize money as a manner out to work out jobs. Additionally, compulsive purchasers were likely to pass money in a mode in which can reflect their position and power. On the other manus, compulsive purchasers were more likely did non hold adequate money for their demands, peculiarly in comparing to friends. Finally, compulsive purchasers have a greater inclination, than ‘normal ‘ consumers to over spend.

Power

Power is an attitude in which some people feel that money can be used to buy power, prestigiousness and can acquire regard from other people ( Goldberg and Lewis, 1978 ) . Roberts and Jones ( 2001 ) explained that power is the symbol of ‘status ingestion ‘ which will take to conspicuous ingestion ( Veblen, 1899 ) , in which compulsive purchasers are more likely to tie in consumer purchases with societal position and prestigiousness.

Anxiety

Among the few standards, anxiousness is one of the constituents of money attitude which get less attending than power-prestige. Yamauchi and Templer ( 1982 ) province that money may be used in an attempt to cover with anxiousness, in which this will do depression to an person. Money in connexion with anxiousness can besides be used which related to emphasize. When person is excessively stress up, this will drive person to an action to counterbalance the force per unit area.

As a consequence, an unplanned purchase behaviour happened ( Edward, 1993 ) . This will take to a relationship between compulsive purchasing and anxiousness. Therefore, the anxiousness graduated table provides a step of the extent to which money is non a constituent which used to purchase things but besides is an intermediate to let go of anxiousness tenseness.

Based on Roberts and Jones ( 2001 ) , stated that there are connexion between money attitudes and compulsive purchasing ; they besides recognized a dual significance in the anxiousness subscale. A individual score high on this factor will see money as a cause of anxiousness every bit good as a cause of protection from anxiousness. This is meant that persons see money as a cause of anxiousness due possibly to over disbursement and as besides a type of protection from anxiousness which associated with disbursement ( Roberts and Jones, 2001 ) .

Misgiving

Besides anxiousness, misgiving or monetary value sensitiveness is the 1 in which is the 3rd money attitude which relevant to current survey and it besides is the least researched among the three money attitudes. The definition of misgiving is the feeling of uncertainty and misgiving associated with money minutess, in which to depict people who are distrustful or dubious sing state of affairs which involve money ( Yamauchi and Templer, 1982 ) .

In add-on, there had been reported that misgiving to be negatively related with unprompted purchasing ( Roberts and Jones, 2001 ) . There has been an statement that compulsive purchasing is a clinical diagnosable upset, while unprompted purchasing is a type of behaviour ( Edward, 1993 ) .

2.4 Relationship between Gender and Compulsive Buying Behavior

Gender does emerge to be a important factor. Previous surveies have found that the bulk of compulsive purchasers are female ( Faber 1992 ; O’Guinn and Faber 1989 ; Scherhorn, Reisch, and Raab 1990 ) . However, some research workers concern gender differences are an artefact created due to males are less likely to expose their debatable behaviours ( Faber and O’Guinn 1992 ; Roberts 1998 ) .

Clinical research shows that from 80 % and 94 % of compulsive purchasers are adult females. Kraepelin ( 1915 ) had concluded that adult females become uncontrolled purchasers because of their attractive force to uncertain and exciting state of affairss, comparing to behavior observed in pathological gamblers who were largely work forces.

Meanwhile, Campbell ( 2000 ) found out that adult females seemed to hold positive attitudes towards browse, shopping, and experience that the act of purchasing as a leisure activity. Besides that, adult females besides tend to hit higher as compulsive purchasers ( O’Guinn and Faber, 1989, 1992 ) . D’Astous ( 1990 ) and Scherhorn et Al. ( 1990 ) have found similar findings bespeaking that adult females to hold higher compulsive purchasing inclinations.

In contrast, Roberts and Tanner ( 2000 ) argue that they are failed to happen any gender differences on a survey among striplings. A late survey conducted by Stonebriar Psychiatric Services among a group of male and female via structured telephone study, indicated a rather similar incidence in work forces and adult females. From the consequence which is done by Stonebriar Psychiatric Services found out that work forces have a inclination to purchase more electronic appliances, tools, books, while adult females have a inclination to purchase apparels, make-up, trade points and different objects for the place ( David, 2007 ) .

Last, David ( 2007 ) besides found out that there is no important difference between gender and compulsive purchasing behaviour due to different gender will preoccupy to purchase on certain things as the scenario provided.

Chapter 3

RESEARCH METHODOLOGY

3.1 Introduction

The intent of this survey is to analyze factors that influence the compulsive purchasing ( self-esteem, mercenary value and attitude towards money ) and demographic feature ( gender ) difference in compulsive purchasing. So, this chapter will give to the full account in footings of how the survey is being carried out.

More specifically, this chapter will discourse about the research design, survey location, trying process and sample choice, instrumentality, pre-test, informations aggregation, and informations analysis.

3.2 Research Design

In this survey, quantitative research is being chosen in order to find the factors act uponing compulsive purchasing behaviour ( self-esteem, mercenary value, and attitude towards money ) and the differences in compulsive purchasing behaviour among male and female pupils. Quantitative research known as primary informations to obtain the first manus informations, which bring in the new penetrations and information is developed.

3.3 Study Location

In this survey, University Tunku Abdul Rahman ( UTAR ) library which located at Kampar, Perak is being chosen as the survey location. This location is being selected because there are more than 10,000 pupils who are analyzing at University Tunku Abdul Rahman ( UTAR ) in which can easy acquire respondents who come from different background without prejudice.

3.4 Sampling Procedure and Sample

The populations of the pupils in University Tunku Abdul Rahman ( UTAR ) which located at Kampar, Perak are more than 10,000 people. Harmonizing to Salant and Dilman ( 1994 ) , sample choice is based on the population size, its homogeneousness, and the grade of preciseness. Hence, in this survey the sample size is limited to 100 respondents.

A simple random trying method will be used to choose the respondents. Simple random sampling is the basic sampling technique where choice sample of pupils for the survey from the entire population of the University Tunku Abdul Rahman ( UTAR ) Kampar, Perak. Each person is chosen wholly by opportunity and each member of the population has an equal opportunity of being included in the sample. Hence, every 5th of the pupils who go into library will be chosen as respondent and has a opportunity of being selected.

Next, the samples that will be involved in this survey are pupils which consist of 50 males and 50 females who go into library of University Tunku Abdul Rahman ( UTAR ) . They are being chosen as respondents because they are adolescents who are the future leader of tomorrow. Therefore, this can guarantee that the turning figure of adolescents involved in compulsive purchasing behaviour is being concerned.

3.5 Instrumentality

The chief instrument in this survey is questionnaire. The questionnaire is prepared based on the aims of this survey. The questionnaire is used to happen out the relationship of factors act uponing in compulsive purchasing behaviour and the differences in compulsive purchasing behaviour among male and female pupils. The questionnaire is divided into three subdivisions as discussed below:

Section A: Respondent ‘s background

Section A consists of the inquiries sing to respondent ‘s background such as age, gender, cultural, position and so on. This subdivision is used to depict the features of respondents and to acquire more information about the respondent.

Section B: Factors act uponing compulsive purchasing behaviour

Self-esteem

For the first factor, self-pride is measured utilizing Heatherton and Polivy ‘s ( 1991 ) State Self-Esteem Scale ( SSES ) . This scale consists of 20 positive and negative statements and respondents are instructed to react with Likert-type graduated table points, runing from ( 1 ) “ non at all ” to ( 5 ) “ highly ” . Based on the old researches that have been proved that, the Cronbach ‘s alpha for this State Self-Esteem Scale ( SSES ) is.920 which shows high dependability.

Materialistic value

For the 2nd factor, mercenary value is measured utilizing Richins and Dawson ‘s ( 1992 ) philistinism graduated table. Items reflecting each of the three dimensions of success, felicity and acquisition centrality are measured utilizing a five point Likert graduated table, with responses runing from ( 1 ) “ strongly differ ” to ( 5 ) “ strongly agree ” . Harmonizing to the old researches that have been proved that, the Cronbach ‘s alpha for Richins and Dawson ‘s ( 1992 ) philistinism graduated table is.946 in which it is extremely dependable.

three. Attitude towards money

For the 3rd factor, attitude towards money is measured utilizing Yamauchi and Templer ‘s ( 1982 ) Money Attitude Scale. Yamauchi and Templer ( 1982 ) originally generated 34 points, but for the three selected dimension merely 21 points Likert graduated table to measure the three wide content countries which are power, anxiousness and misgiving are measured utilizing a five point Likert graduated table, with responses runing from ( 1 ) “ strongly differ ” to ( 5 ) “ strongly agree ” . The Cronbach ‘s alpha for power dimension is.852. Besides that, based on old researches ( Roberts and Jones, 2001 ) , the Cronbach ‘s alpha for distrust dimension is.801. Following, the Cronbach ‘s alpha mark for anxiousness dimension is.785 ( Carmines and Zeller, 1979 ) . In this portion, the Cronbach ‘s alpha for the three dimensions of attitude towards money are extremely dependable.

Section C: Compulsive purchasing behaviour

Compulsive purchasing graduated table of Valence, D’Astous and Fortier ( 1988 ) is being used in this survey to mensurate the compulsive purchasing behaviour among University Tunku Abdul Rahman ( UTAR ) pupils. There are entire of 13 points in this graduated table and are measured by utilizing a five point Likert graduated table, with responses runing from ( 1 ) “ strongly differ ” to ( 5 ) “ strongly agree ” . The Cronbach ‘s alpha for compulsive purchasing graduated table is.8324 which shows high dependability.

3.6 Pre-test

In order to guarantee that the questionnaires are apprehensible and to pull the attending of respondents, a pre-test will be carried out before the existent questionnaires could be distributed to respondents. The pre-test procedure allows finding whether the respondents have any troubles in understanding the inquiries and finishing them. It besides explores ways to better all overall quality of study informations.

In this survey, 10 respondents will be involved to find the dependability of questionnaires and do appropriate alterations before the existent study. This is to do certain that the research survey is accurate and appropriate.

3.7 Data Collection

This survey will be carried out at University Tunku Abdul Rahman ( UTAR ) library which located at Kampar, Perak during semester interruption of November and December 2010. The respondents will be indiscriminately selected to reply the questionnaires, so that they will hold the equal opportunity of being selected. Respondents are given the questionnaires to make full in and are requested to return the questionnaires back on the topographic point once they complete it. If there are any questions about the inquiries, respondent can inquire so in order to cut down their confusion.

3.8 Data Analysis

In this research, the Statistical Package for the Social Sciences ( SPSS ) windows version 16 will be used to analyse informations and sum up it. The consequences of those variables ( self-esteem, mercenary value, attitude towards money ) will be stand foring in graphs and tabular arraies which consist of descriptive informations such as frequence, standard divergence, discrepancies and mean as it will be easier to understand the result of analysis.

SPSS will besides be used to measure the independent variables ( IV ) which consist of all the factors act uponing in compulsive purchasing behaviour ( self-esteem, mercenary value, and attitude towards money ) and differences compulsive purchasing behaviour among male and female pupils which lead to compulsive purchasing behaviour ( DV ) . This is to prove the relationship between independent variables and the dependant variable.

The first, 2nd and 3rd hypothesis of the survey will be tested by utilizing Pearson Correlation to mensurate the relationship between two variables which are between self-esteem and compulsive purchasing behaviour, mercenary value and compulsive purchasing behaviour, attitude towards money ( power, anxiousness and misgiving ) and compulsive purchasing behaviour.

The r-value ; which is the correlativity value of two variables will be tested. Negative value indicates that there is negative correlativity while a positive value shows that there is positive correlativity. If the p-value which is below or equal to 0.05 indicates that there is important difference between variables and independent variable. Hence, hypothesis is rejected. On the other manus, if the p-value is more than or equal to 0.05 indicates that there is no important difference between variables and independent variable. Hence, hypothesis is accepted.

On the other manus, the forth hypothesis of this survey will be tested by utilizing independent samples t-test. Independent samples t-test is the most normally used to measure the differences in agencies between the groups. Independent sample t-test is used to compare the agencies as to find whether there is any important difference on a dependent variable between two groups at 95 % confident degree ( Heppner, 2004 ) . In this survey, independent samples t-test will be used to find the important difference in compulsive purchasing behaviour among male and female pupils who go into library of University Tunku Abdul Rahman ( UTAR ) Kampar, Perak.

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