The Impact of Consumer Materialism in China on Online Compulsive Buying Behavior
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,from 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 will be used to avoid the online compulsive buying behavior marketing activities.
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