How personality traits, employee incompetence and consumer similarity influence shoplifting behavior

Yin Bai, Wei Ping WU*, Millissa F.Y. Cheung

*Corresponding author for this work

    Research output: Contribution to journalJournal articlepeer-review

    11 Citations (Scopus)

    Abstract

    Purpose: This study aims to investigate the mediating role of shopping intention and the moderating roles of employee incompetence and consumer similarity in the relationship between consumers’ personal traits and their shoplifting behaviors Design/methodology/approach: Drawing on the theory of planned behavior (TPB), the authors develop and test a model that links personality traits to shoplifting intention and behavior. The results from a sample of 507 consumers. Findings: The results from a sample of 507 consumers show that shoplifting intention mediates the effects of personality traits (materialism, alienation and sensation seeking) on shoplifting behavior. In addition, both employee incompetence and consumer similarity are found to moderate the relationship between shoplifting intention and behavior. The findings offer some useful theoretical and managerial implications. Originality/value: Drawing on the TPB, the authors investigate how personality traits (i.e. materialism, sensation seeking and consumer alienation) influence shoplifting behavior via shoplifting intention. They find that the effects of materialism, sensation seeking and alienation on shoplifting behavior are mediated by shoplifting intention. More importantly, they also find strong support for the moderating roles of employee incompetence and consumer similarity on the relationship between shoplifting intention and behavior. While employee incompetence enhances the relationship between shoplifting intention and shoplifting behavior, consumer similarity negatively moderates the relationship between shoplifting intention and shoplifting behavior.

    Original languageEnglish
    Pages (from-to)379-392
    Number of pages14
    JournalJournal of Consumer Marketing
    Volume36
    Issue number3
    DOIs
    Publication statusPublished - 13 May 2019

    Scopus Subject Areas

    • Business and International Management
    • Marketing

    User-Defined Keywords

    • Consumer similarity
    • Employee incompetency
    • Personality traits
    • Shoplifting behavior
    • Shoplifting intention

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