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

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.

Citation

Bai, Y., Wu, W.-p. and Cheung, M.F.Y. (2019), "How personality traits, employee incompetence and consumer similarity influence shoplifting behavior", Journal of Consumer Marketing, Vol. 36 No. 3, pp. 379-392. https://doi.org/10.1108/JCM-06-2018-2718