A Study On The Personal Influencing Factors Of Online Compulsive Buying Tendency

In recent years,with the rapid development of the online shopping market,the new online shopping platform and the consumer community continue to innovate.The online shopping is not only a part of our lives,but also brings consumer information product sharing function,which makes consumers rely on it,and then aggravates the online purchase.we recommend each other to understand a variety of products in many social communities such as WeChat,Weibo,small Red Book and other APP.Product evaluation,live broadcast,person-to-person recommendation and other functions of e-commerce platform increase consumers' desire to buy.Using Internet language,different people will become different "grass",and these platforms are the active place of "grass".The "recommended" person will strongly recommend a product,and the person who grow grass will have a possessive desire,that is,the desire to buy.To be "recommended" is to produce purchase behavior,then to become "wild grass",and purchase behavior "can't stop at all".A large number of scholars call this kind of purchase that can not stop the behavior as online compulsive buying in the academic.Online compulsive buying will be influenced by internal and external factors.The study of external factors such as network environment,marketing means and so on has been mature.In the internal factors,there are differences between personality traits and online obsessive purchase.Especially in the aspects of introversion and introversion personality traits and online compulsive buying,different scholars hold different views.The research on the cultural values of individual collectivism and purchase intention,purchase decision,impulsive buying has already had certain research foundation,but the research with the online compulsive buying is relatively rare.Based on this,this study discusses the relationship between introversion personality traits,collectivism and online compulsive buying from the perspective of conformity theory,and construct the mediating effect of conformity.This study collected data through a questionnaire survey and obtained 257 valid samples.Analysis of data obtained and verify the structural model by SmartPLS software performing partial least squares estimation.The results showed that,firstly,there is-no direct relationship between introversion and online compulsive buying tendency.Secondly,the reality introversion will affect online introversion,and then influence the compulsive buying tendency of internet through normative conformity.In other words,the mediating effect of conformity is needed to influence the online compulsive buying.Finally,this study finds that collectivism culture does not play a moderating role between extroversion and conformity,but collectivism can directly affect conformity behavior and influence online compusive buying tendency through normative conformity.This research has theoretical and practical significance.First of all,this paper explores a new way of online compusive buying,enriches the conformity theory and the online compusive buying theory.Secondly,there are enlightenments in the study of self-control and rationality of consumers' purchase behavior.Rational shopping is a necessity of life.Finally,it will have a certain reference value for e-commerce and consumer community providing a good environment to promote the healthy development of consumer behavior.With the joint efforts of consumers,e-commerce and consumer communities,we believe that it will be of great practical significance to build a good marketing environment and form a virtuous circle for both businesses and consumers.