The Relationship Among Social Comparison, Materialism, and Negative Affect on Impulse Buying: A Moderating Effect of Confident

Abstract

Many indicators have been advocated to make a contribution to impulse buying in today's competitive market; however, little study has been undertaken to test the role of social comparison in impulse buying, materialism, and the negative effect, and even less is known about the underlying processes that may moderate this relationship by a confident variable. The main objective of this research is that constructing the framework including social comparison, materialism, negative feedbacks, impulse buying and the moderator variable “confident”. In addition, social comparison theory is utilized to explore the relationship between factors and impulsive buying in this research. The findings show that social comparison has a beneficial influence on materialism, but has no effect on the negative effect while negative effects have a significant effect on impulse buying. Materialism also pointed out having an impact on negative effect and impulse buying. The study also claims that confidence has a beneficial role in moderating the relationship between social comparison and impulsive buying, as well as social comparison and materialism. The limitations and implications of the study are also addressed.