SHS Web Conf.
Volume 163, 20232023 8th International Conference on Social Sciences and Economic Development (ICSSED 2023)
|Number of page(s)
|Social Economics and Welfare Distribution
|28 April 2023
Research on the Influence of the Social Comparison Orientation on Online Compulsive Buying Tendency of Young People
Suchow University, Network and New Media, Industrial Park, Suchow, Jiangsu, China
* Corresponding author: firstname.lastname@example.org
Nowadays, the online compulsive buying behavior of the young group is increasing, which has become a social problem that needs to be solved. This paper focuses on individual psychological factors and explores how social comparison orientation influences online compulsive buying. Through the research method of the questionnaire survey, this paper shows that different levels of the social comparison will lead to different buying preferences. And then we examined how mediating and moderating effects work on the influence path of the compulsive buying tendency. As a result, this study innovatively finds the mechanism of materialism values as a mediator and self-concept clarity as a moderator. It ultimately allows us to figure out a pathway that leads to the online compulsive buying tendency, and can provide new ideas for solving the problems caused by it.
© The Authors, published by EDP Sciences, 2023
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0 (https://creativecommons.org/licenses/by/4.0/).
Current usage metrics show cumulative count of Article Views (full-text article views including HTML views, PDF and ePub downloads, according to the available data) and Abstracts Views on Vision4Press platform.
Data correspond to usage on the plateform after 2015. The current usage metrics is available 48-96 hours after online publication and is updated daily on week days.
Initial download of the metrics may take a while.