A Study on the Model for Psychological Motives of Compulsive Buying Online in China

Author

Li, Xiao ; Yang, Henghui ; Wang, Kai

Author_Institution

Econ. & Manage. Sch., Wuhan Univ., Wuhan, China

fYear

2009

fDate

20-22 Sept. 2009

Firstpage

1

Lastpage

4

Abstract

Most prior researches of compulsive buying focused on compulsive purchase behavior offline. This paper, combining with the specific consumer culture in China, constructed and tested a model of psychological motives of compulsive buying online(CBO). The results confirmed previously documented point that materialistic value and psychological motives significantly affect compulsive buying tendency online (CBTO). Our extra findings were that: (1) materialistic value mediates the relationship between psychological motives and compulsive buying tendency online. (2) Psychological motives contain virtual experience motives other than emotional-related and identity-related motives. This paper is a new expansion of the study on psychological motives of compulsive buying and it provides some guiding significance for e-commerce practice.

Keywords

electronic commerce; psychology; purchasing; compulsive buying online; compulsive buying tendency online; consumer culture; e-commerce; materialistic value; psychological motives; Chronobiology; Consumer behavior; Human factors; Inductors; Internet; Mood; Psychology; Sustainable development; Testing; Virtual environment;

fLanguage

English

Publisher

ieee

Conference_Titel

Management and Service Science, 2009. MASS '09. International Conference on

Conference_Location

Wuhan

Print_ISBN

978-1-4244-4638-4

Electronic_ISBN

978-1-4244-4639-1

Type

conf

DOI

10.1109/ICMSS.2009.5302656

Filename

5302656