| With the continuous development of e-commerce, online shopping is more and more convenient and shortcut. At the same time of becoming an important part of modern network life, it also gradually show the situation that insteading of the traditional shopping channels, which also created a morbid shopping way, such as compulsive online shopping. This study considering a lot of research results of literature at home and abroad, the existing research of compulsive shopping mainly focused on traditional shopping channels, under the network environment just getting started, aim at the college students is scarce. however, college students as the mainstay of online shopping, are easy feeling crowd of online compulsive shopping, focus on college students’ online compulsive shopping, is not only focus on the study new ideas of online compulsive shopping, but also focus on the development of their physical and mental health. Through open questionnaire investigation and interview investigation, this study compiled the online compulsive shopping scale about college students, and measuring1000college students of six universities in Fujian province, understand the overall status of college students’ online compulsive shopping, at the same time with the The Big Five Locator(BFL)and General Well-Being Schedule(GWBS)to investigate the relationship between college students’ online compulsive shopping and the big five personality and subjective well-being. the conclusions of this study as follows:(1) college students’ online compulsive shopping scale with a total of13projects, including online shopping compulsive impulse, online shopping compulsive behavior and negative emotions after online shopping three dimensions, the scale has good reliability and validity.(2) The overall level of college students’ online compulsive shopping are lower than mean value, detection rate is8.401%. Among all dimensions, the highest score is negative emotions after online shopping, The second is online shopping compulsive behavior, the lowest is online shopping compulsive impulse.(3) total score and each dimensions’ score of female college students significantly higher than that of male college students; In the dimension of online shopping compulsive behavior, the one-child significantly higher non-only child; Liberal arts students in online shopping compulsive impulse and compulsive behavior two dimensions significantly higher than science students; Grade three students’ total score and the score of negative emotions after online shopping significantly lower than the other three grade students, and Grade three students’ scores of online shopping compulsive impulse and compulsive behavior two dimensions significantly lower than Grade four students; There is no significant difference on the birthplace.(4) There are significant differences in different age, different frequency of online shopping, and different expenditure of college students’ online compulsive shopping, the longer the time, the higher the frequency, and the more expenditure, the more severe of online compulsive shopping.(5) college students’ online compulsive shopping and neuroticism, openness has significant positive correlation, and conscientiousness has significant negative correlation; Except Fear of health this dimension, there is different degree of significantly negative correlation between total score and each dimension score of college students’ online compulsive shopping and subjective well-being.(6) neuroticism and negative emotions after online shopping have negative prediction function significantly on subjective well-being, but extroversion and conscientiousness have positive prediction function significantly.(7) Online compulsive shopping play a mediating role between neuroticism, conscientiousness and subjective well-being. |
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