ÜNİVERSİTE ÖĞRENCİLERİNDE ÇEVRİMİÇİ KOMPÜLSİF SATIN ALMA DAVRANIŞINA ETKİ EDEN FAKTÖRLERİN YAPISAL EŞİTLİK MODELİYLE İNCELENMESİ

Abstract

Online shopping behavior, which is an integral part of the daily life of the postmodern consumer, and the use of smartphones and mobile channels are becoming widespread especially among young people who closely follow technology and online shopping platforms. On the other hand, mobile phone and internet addiction and compulsive buying behavior exist in the dark side of the consumption negatively affect individuals. In this study, the young college students’ online compulsive buying behavior and and life satisfaction, self-esteem and problematic mobile phone usage, which are the factors affecting this behavior, are examined. The sample of the study consists of 450 students and the data obtained through the survey is analyzed by using SPSS and AMOS programs and with structural equation modeling. According to the results of the research, satisfaction with life, self-esteem and problematic mobile phone usage have a significant effect on online compulsive buying behavior. Self-esteem also has a partial mediating effect in the relationship between satisfaction with life and online compulsive buying behavior.