A questionnaire survey has been conducted on 578 college students by using the Consumer Interpersonal Influence Susceptibility Scale,Adolescent Materialism Scale,Self Control Scale,and Online Compulsive Shopping Scale to explore the influence of peer norms on college students'online compulsive shopping.The focus is on examining the mechanism of the action of materialism and self-control between the two.The results show that peer normative influence positively predicts online compulsive buying of college students.Materialism partially mediates the relationship between peer norm influence and online compulsive shopping.Self-control plays a moderating role between materialism and online compulsive buying.Materialism plays a partial mediating role between peer normative influence and online compulsive buying,and self-control regulates the latter half of this mediating effect.
维普
万方数据