Journal of Northeastern University(Social Science) ›› 2020, Vol. 22 ›› Issue (5): 40-49.DOI: 10.15936/j.cnki.1008-3758.2020.05.006

• Economics and Management • Previous Articles     Next Articles

The Influence Mechanism of Brand Loyalty and Time Pressure on Compulsive Online Shopping Behavior

ZHAO Yang1,2, WANG Zhi-hua1,2, WANG Lin1,2   

  1. (1. School of Business Administration, Northeastern University, Shenyang 110169, China; 2. School of Management, Northeastern University at Qinhuangdao, Qinhuangdao 066004, China)
  • Received:2020-04-13 Revised:2020-04-13 Online:2020-09-25 Published:2020-09-17
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Abstract: The research on compulsive purchase has received widespread attention in traditional marketing and medical fields, but the empirical analysis of compulsive online shopping behavior based on the background of mobile e-commerce is still relatively rare. This research combines relevant traditional e-commerce theories and the characteristics of mobile e-commerce scene, and integrates brand loyalty, time pressure, hoarding behavior, panic psychology and other variables into the model to explore the influence mechanism of compulsive online shopping behavior. The results show that brand loyalty and time pressure have a significant predictive effect on compulsive online shopping behavior; hoarding plays an intermediary role in brand loyalty and compulsive online shopping behavior; panic psychology mediates time pressure and compulsive online shopping behavior; self-control plays a part of intermediary role between panic psychology and compulsive online shopping behavior; anxiety sensitivity positively regulates the relationship between panic psychology and compulsive online shopping behavior, and negatively regulates the relationship between self-control and compulsive online shopping behavior. Finally, practical enlightenment and relevant suggestions for improving compulsive online shopping behavior for e-commerce enterprises and consumers are proposed.

Key words: brand loyalty, time pressure, compulsive online shopping behavior, hoarding behavior, panic psychology, self-control

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