Online shopping: compulsive buying behaviour among Generation Y in Zone C Bandar Puteri Jaya Sungai Petani / Atiqah Azmarina Norazam and Farzana Hamzah

Compulsive buying behaviour refers to a condition when shoppers have the tendency to conduct repetitive buying excessively and display a shortfall of impulse control over buying. This situation has emerge in Malaysia since the development of market platform in online shopping has created platform for individuals to increase their spending power. The study examines the predictors that influence compulsive buying behaviour of online shopping among generation Y in Bandar Puteri Jaya, Sungai Petani. A total of 126 usable questionnaire obtained out of 368 of questionnaire that has been distributed among generation Y. The data obtained were analysed and the following findings were found out. The relationship between perceived identity gains, emotional enhancement, and efficiency of online system with compulsive buying behaviour were further examined. All these relationship were found to be. significance towards compulsive buying behaviour. This study provides strong evidence that generation Y should be more careful in their pending power in order for them to avoid compulsive buying behaviour that brings negative consequences without further action.