From Stimulus to Response: An S-O-R Perspective on Neuroticism, Internet Addiction and Compulsive Buying Behaviour

Renuga Krishnaraj; Dare Adekoya

Authors

Renuga Krishnaraj Krirk University
Dare Adekoya Krirk University

Keywords:

neuroticism, structural equation modelling, online compulsive buying behaviour

Abstract

This study investigates the interplay between Neuroticism, Internet Addiction, and Online Compulsive Buying Behaviour through the lens of the Stimulus-Organism-Response (SOR) framework. It aims to understand how psychological traits and addictive behaviours influence compulsive buying in an increasingly digitalized world. The study addresses the gap in understanding the mediating role of Internet Addiction and its relationship with Neuroticism and compulsive buying behaviours. A quantitative research design was employed, with data collected from 660 respondents through an online survey. Structural Equation Modelling (SEM) was used to assess the hypothesized relationships, while Network Comparison Analysis (NCA) and Importance-Performance Map Analysis (IPMA) provided additional insights into the relative importance and performance of the constructs. The results reveal that Internet Addiction significantly predicts Online Compulsive Buying Behaviour (path coefficient = 0.274), while Neuroticism has both a direct effect (path coefficient = 0.200) and an indirect effect (via Internet Addiction, coefficient = 0.100) on compulsive buying. NCA demonstrated that Internet Addiction has a notable effect size of 0.109 in driving compulsive buying behaviours, while IPMA identified Neuroticism as a key factor influencing behaviour, albeit indirectly through Internet Addiction. The findings highlight the critical role of Internet Addiction as a mediator in the relationship between Neuroticism and Online Compulsive Buying Behaviour, aligning with the SOR framework. This study underscores the need for targeted interventions addressing addictive internet use and emotional regulation to mitigate compulsive buying tendencies. Future research could explore cultural differences, longitudinal effects, and intervention strategies to deepen our understanding of these dynamics.

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