Research on the Influence of Contemporary Youth's Social Anxiety on Worshipful Consumption Behavior

Abstract

In the era of market economy, consumers' psychological needs are the root cause of consumer behavior. Only by firmly grasping the characteristics of consumers can companies seize market opportunities. It is precisely because of the continuous advancement of social reform and transformation that the economic individuals and organizations on the market are facing unavoidable pressures. A series of social issues such as further studies, employment and marriage affect the construct and harmony of various groups of people’s lives. As the most dynamic component of the market, the new generation of adolescents is able to reflect the characteristics of the era towards some extent in their market performance. It is of practical significance to study the influence of contemporary adolescents' psychology on their consumer behaviors. One obvious feature of contemporary youth groups is that they belong to a large segment of the single-generation market. Their growth environment, level of education, inner appeal, and value pursuit are all different from those of their fathers. This article starts from a common social anxiety in young people and uses idol worship as a mediator, then puts forward three assumptions. First, social anxiety has a significant positive effect on worshipful consumption behavior; second, Idol worship has a significant positive effect on worshipful consumption behavior. Third, Idol worship plays an intermediary role between social anxiety and worshipful consumption behavior. The purpose is to explore whether anxiety has a direct or indirect impact on their worship behavior. This study prepared questionnaires and conducted correlation and regression tests on this model. The final empirical results obtained were that the model hypotheses passed the test and the theoretical hypothesis was established. Keywords—social anxiety; idol worship; worship consumption