Online Compulsive Buying Behavior: The Mediating Role of Self-control and Negative Emotions

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.