Research On The Influence Of Brand Attachment On Consumers' Online Compulsive Buying Tendencies

The development of the Internet has promoted the rise and popularity of online shopping.The convenience of online shopping has made many consumers addicted to it.As a result,they often cannot suppress their inner impulses when browsing certain branded products,and thus generate some uncontrolled purchases.And this uncontrolled buying behavior or repetitive buying tendency is compulsory buying behavior.As a negative consumption behavior,compulsory purchase will affect the economic level of consumers and make their normal purchase behavior evolve into an Anti-brand behavior,which will bring adverse effects to consumers and even enterprises.At the same time,fierce market competition has made enterprises pay more and more attention to the important role played by brands.They all hope that by strengthening consumers' attachment to brands,they will produce consumer behavior.However,strong brand attachment does not always produce positive consumer behavior.On the contrary,it also causes consumers to produce negative consumer behaviors similar to compulsive purchases.The online compulsive buying behavior is not only inseparable from the level of consumer self-control ability.At the same time,social support as a factor of consumer self-control ability will also indirectly affect compulsive purchase behavior.Based on this,this thesis introduces self-control as a mediating variable and social support as a moderating variable to explore the relationship between brand attachment and consumers' online compulsive buying tendencies.The purpose and significance of the study are first expounded and then this thesis further summarizes the research results of domestic and foreign scholars on relevant variables,and makes a brief review.Secondly,it introduces the relevant theoretical basis on which the research needs to be based,defines the concept connotation and divides the measurement dimension,and then proposes the research hypothesis and research model of this thesis.Taking college students as the research object,this thesis explores the relationship among brand attachment,self-control,social support and compulsive purchase intention under the environment of e-commerce,and uses regression analysis to verify the hypothesis of the collected data.The final research results show that: Brand attachment has a positive impact on online compulsive buying tendency.Brand attachment has a negative impact on self-control ability.Self-control has a negative impact on online compulsive buying tendency.Self-control plays an intermediary role in the relationship between brand attachment and online compulsive buying tendency.The stronger the consumer's brand attachment is,the lower the selfcontrol ability is,and the lower the self-control indirectly improves the online compulsive buying tendency.The weaker the consumer's brand attachment is,the stronger the self-control ability is,and the stronger the self-control indirectly reduces the online compulsive buying tendency.Social support regulates the influence of brand attachment on consumers' self-control,which in turn affects consumers' online compulsive buying tendencies.Finally,based on the research conclusions of this thesis,the corresponding management inspiration and marketing suggestions are proposed.It is also expected that this research can stimulate enterprises to actively think and formulate more health measures that benefit the enterprise itself and consumers.