SHS Web Conf.
Volume 163, 20232023 8th International Conference on Social Sciences and Economic Development (ICSSED 2023)
|Number of page(s)||4|
|Section||Social Economics and Welfare Distribution|
|Published online||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/).
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