This study focuses on the compulsive and impulsive spending habits of Gen Z over the past year. Gen Z is defined as the generation born within the years of 1997-2013, following the millennial generation. This generation has been raised surrounding the internet and social media and are considered one of the most technologically advanced generations (Schroth, 2019). Gen Z’s use of technology continues to drastically increase. Recent Data shows that 98% of Gen Z own a smartphone and average a usage time of about 4 hours per day (Kastenholz, 2021). The most popular social platforms among Gen Z are Instagram, TikTok, and Pinterest. However, platform usage habits have shifted to better fit Gen Z’s desire for social commerce. The algorithms from these platforms provide a more personalized shopping experience which reduces the distractions between purchase desire and checkout (Kastenholz, 2021). This research paper examines the relationship between the Big Five Personality Traits and the compulsive and impulsive buying trends of Gen Z throughout the pandemic. First, a review of the current literature is presented. This is followed by an explanation of methodology, results, and discussion. The paper concludes with limitations and directions for future research.
Management and Marketing
Dr. Stephanie Jacobsen, Thesis Advisor
Dr. Marian M. Extejt, Committee Member
Dr. Todd C. Harris, Committee Member
Copyright and Permissions
Original document was submitted as an Honors Program requirement. Copyright is held by the author.
Kline, Kristen. (2022). The New Consumed Consumer: The Impact of the COVID-19 Pandemic on the Compulsive and Impulsive Buying Habits of Gen Z. In BSU Honors Program Theses and Projects. Item 507. Available at: https://vc.bridgew.edu/honors_proj/507
Copyright © 2022 Kristen Kline