THE IMPACT OF SOCIAL COMPARISON ON NEGATIVE PSYCHOLOGY AND IMPULSIVE BUYING BEHAVIOR OF CUSTOMERS IN VIETNAM

Purpose: This study consolidates core theories pertaining to social comparison, particularly upward comparison, impulsive buying behavior and notions associated with social characteristics such as envy, self-esteem, negative mood, depression and self-efficacy. At the same time, provide hypotheses and study models connected to the impact of social comparison on negative psychology and impulsive purchase behavior of customers in Vietnam.   Method: Furthermore, this subject employed qualitative research methods such as group discussions and in-depth interviews with experts to reach a consensus on the definition of components, as well as to refine and enhance the measuring scales used to assess these factors. Subsequently, establish a foundation for carrying out initial quantitative investigation in order to finalize the official questionnaire, and subsequently proceed with the official quantitative study. A representative survey was conducted with a sample size of 647 customers who utilize social networks and engage in online shopping on e-commerce platforms. The study was conducted in major cities in Vietnam, including Ho Chi Minh, Hanoi, Da Nang, Hue, Can Tho and Bien Hoa.   Result: Experimental research results have indicated that upward social comparison has a negative influence on self-esteem but a favorable impact on envy and negative mood. Simultaneously, increased self-esteem decreases depression and impulsive buying tendencies, whereas feelings of envy and negative mood have a beneficial effect.   Conclusion: Additionally, the research findings demonstrate the influence of self-efficacy as a moderator and dedepression as a mediator. These findings provide a foundation for the researcher to suggest managerial recommendations for organizations to enhance client purchasing behavior.