The Impact of Consumer Materialism in China on Online Compulsive Buying Behavior

被引：0

作者：

Wang, Ying ^{[1
]}

He, Xiao-qin ^{[1
]}

Yin, Xue ^{[1
]}

机构：

[1] Northeast Normal Univ, Sch Business, Changchun 130117, Peoples R China

来源：

Fifteenth Wuhan International Conference on E-Business | 2016年

关键词：

materialism; online compulsive buying behavior; economic insecurity; VALUES; ORIENTATION; EXPLORATION; CONSUMPTION; TENDENCIES; STUDENTS;

D O I：

暂无

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

With the development of online shopping environment, the "dark side" of online shopping begins to appear. Onlinecompulsive buying behavior has always been a very important research topicin the marketing field. However, the discussion on online compulsive buying behavior by Chinese scholars is limited.Online compulsive buying behavior can be a problem for consumers, families and even harm to society. Therefore, frorn the perspective of materialism, this article explores the effect of materialism onthe online compulsive buying behavior, primarily through four aspects: the individual negative emotions, individual economic insecurity, family and peer influence on the individual and the individual's life satisfaction and well-being. This paper aims to study the effects of psychological mechanism of materialismon online compulsive buying behavior, in order to find the drivers of online compulsive buying behavior. The results wilt be used to avoid the online compulsive buying behavior marketing activities.

引用

页码：582 / 589

页数：8

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