Abstract
Based on online shopping scenarios, this paper study the external and internal factors that cause consumers' compulsive buying behavior and its formation mechanism. Through a network survey, a total of 349 valid questionnaires were obtained, and the data were analyzed using SPSS version 21 and AMOS Graphics version 21. The results show that external factors and internal factors influence online compulsive buying behavior through mediating variables (self-control and negative emotions). The role of internal factors is more powerful than the role of external factors. All variables of the internal factors have a positive influence on negative emotions, and all variables of the external factors have a negative influence on self-control. This paper propose suggestions to reduce consumers' online compulsive buying behavior. The research conclusion provides a reference and guidance for future research on consumer behavior and psychology.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
