消费者物质主义心理对网络强迫性购买行为的影响

北京邮电大学学报(社科版) ›› 2016, Vol. 18 ›› Issue (3): 35-43.

消费者物质主义心理对网络强迫性购买行为的影响

东北师范大学商学院，吉林长春130117

收稿日期:2016-04-11 出版日期:2016-06-30
基金资助:
国家社会科学基金项目（15BGL092）；吉林省教育厅社会科学研究项目资助（2016475）

Influence of Consumer Materialism Psychology on Online Compulsive Buying

School of Business, Northeast Normal University, Changchun 130117, China

Received:2016-04-11 Online:2016-06-30

摘要/Abstract

摘要：

随着电子商务的发展，越来越多的消费者沉迷于网络购物，由此催生出一种病态的网络强迫性购物方式。从物质主义视角出发，探讨心理压力在消费者物质主义与网络强迫性购买行为之间的关系。通过网络问卷调研收集数据，采用SPSS160软件对数据进行分析，结果表明：心理压力在消费者物质主义和网络强迫性购买之间起部分中介作用，从而找到了网络强迫性购买行为的心理驱动因素。该结论不仅对消费者行为领域的研究有重要的理论贡献，而且有利于网络零售企业深入了解网络强迫性购买者的消费决策过程，并提高其经营效率。

关键词: 消费者物质主义, 网络强迫性购买, 心理压力, 中介作用

Abstract:

With the development of e-commerce, more and more consumers are being addicted to online shopping, which spawns a morbid way of shopping – online compulsive buying From the perspective of materialism, the relationship of psychological stress between materialism and online compulsive buying behavior is explored Through the network questionnaire survey to collect data, using SPSS160 software for data analysis, it is found that the psychological stress plays a partial mediator role in consumer materialism and online compulsive buying, and further the psychological driving factor of the online compulsive buying behavior is found out Therefore, this study not only has an important theoretical contribution to the research of consumer behavior, but also is conducive to online retail enterprises’ insight into consumption decision-making process of online compulsive buyers, in order to improve their operating efficiency

Key words: consumer materialism, online compulsive buying, psychological stress, mediating role

中图分类号:

王影，贺晓琴，银成钺. 消费者物质主义心理对网络强迫性购买行为的影响[J]. 北京邮电大学学报(社科版), 2016, 18(3): 35-43.

WANG Ying, HE Xiao-qin, YIN Cheng-yue. Influence of Consumer Materialism Psychology on Online Compulsive Buying[J]. JOURNAL OF BEIJING UNIVERSITY OF POSTS AND TELECOM, 2016, 18(3): 35-43.

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