خلاصة:
One of the less-addressed aspects of consumer behavior is compulsive shopping, envy, and consequently, shopping addiction. The purpose of this research is to investigate the impact of personality traits on compulsive shopping, the impact of compulsive shopping on shopping addiction with the moderating effect of envy. This research is applied and descriptive in terms of its purpose. The statistical population of this research was students of Semnan University, and cluster sampling method was used to investigate them. Due to the limited statistical population, the sample size of this research was obtained using Morgan's table as 377 people, and the analysis of 380 flawless and complete questionnaires was performed. The reliability of the research tool was measured and confirmed through internal consistency check and its validity through convergent validity and divergent validity. Structural equation modeling was also used to examine the research hypotheses. At a confidence level of 0.05, the results showed that personality traits have a positive and significant impact on compulsive shopping. Also, compulsive shopping has a positive and significant impact on shopping addiction. The variable of envy also moderates the impact of compulsive shopping on shopping addiction in an increasing manner.
ملخص الجهاز:
699-720 Investigating the Impact of Personality Traits on Shopping Addiction with the Moderating Effect of Envy (Case Study: Students of Semnan University) Abbasali Rostgar1, Mohammadali Siahsarani Kojuri 2 One of the less-addressed areas of consumer behavior is compulsive shopping, envy, and consequently, shopping addiction.
The main objective of the present research is to investigate the effect of some personality characteristics (interest style, materialism, and neuroticism) on obsessive buying and to what extent the mentioned variables lead to compulsive buying.
Several variables related to compulsive buying include: low self-esteem, depression, and anxiety (Faber, Christensen, Devan & Michel, 1995), excitement seeking, materialism, and impulsivity (Desarab & Edwards, 1996; Dittmar, Beattie & Friese, 1996; Moon & Spears, 1999 & Yurchins & Johnson, 2004), low emotional stability and high neuroticism (Moon & Spears, 1999), academic stress (Roberts & Roberts, 2012), power, facade, time, and anxiety (Oliveira, Falsiano & Preto, 2014).
As a result, the seventh hypothesis of the present research is defined as follows: H7: Keeping up with the Joneses moderates the effect of obsessive buying on shopping addiction.
According to the results of the second hypothesis, neuroticism has a positive and significant effect on compulsive buying, and the results of the present research are consistent with the findings of Moon and Spears (1999) and Johnson and Ataman (2009).
In the seventh hypothesis, the effect of the variable of envy on the relationship between compulsive buying and shopping addiction was measured.
The results of the present research showed that envy moderates the effect of compulsive buying on shopping addiction.
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