Research on the Influence of the Social Comparison Orientation on Online Compulsive Buying Tendency of Young People

Abstract

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.