Influence of Consumer Materialism Psychology on Online Compulsive Buying

JOURNAL OF BEIJING UNIVERSITY OF POSTS AND TELECOM ›› 2016, Vol. 18 ›› Issue (3): 35-43.

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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

Abstract

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

CLC Number:

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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Influence of Consumer Materialism Psychology on Online Compulsive Buying

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