Indicators of Compulsive Buying in University Students Segment

The objective of the presented paper is the exploration of compulsive buying, which is on the contrary to previous research understood as a function of various personal goals, rather than a result of psychological tension. Behavioural research has paid only marginal attention to the goal-basis of the consumer behaviour. Research of consumers as goal-oriented individuals could contribute to understand the question about the impact of personal goals on the process of buying behaviour. The research suggests that external goals such as financial success or attractive appearance are positively correlated with compulsive buying. On the other hand, internal goals, based on self-acceptance or links to community have a negative impact on compulsive buying. The findings indicate the need of further research in compulsive buying and could contribute to revealing the motives in compulsive buying.