The Influence Mechanism Between The Upward Social Comparison On Social Network Sites And College Student’s Impulse Buying

Nowadays,computer and Internet has already become a part of our daily life study and work.Social network sites is a very important platform in Internet,which has a lot of information and interaction communication.These sites has become students’ favourite sites.But these sites is a double-edged.It not only provides interesting IE life,but also create damages to their mental health.According to existing research,we find researchers’ focus is the social comparison influence toward Jealousy,depression,anxiety.A few attention is paid to the social comparison influence toward behavior,especially,consumer behavior.With the growing of China’s economic and the developing of Chinese living standard and online shopping,the concept of consuming has already changed,these changes make impulse buying is happened easily.Nowadays,many researchers find out many factors course impulse buying,such as situational stimuli,individual variables and external factors.But they don’t pay attention to upward social comparison on social network sites influence impulse buying and the possible intervening variable and adjustment variable.This research depends on social comparison theory,response styles theory,goal progress theory.This research makes rumination as intervening variable,self-esteem as adjustment variable,tries to figure out the connection between upward social comparison on social network sites and impulse buying.At first,this research makes a literature review about upward social comparison,impulse buying,self-esteem,rumination,finds out some question has not solved yet,builds the research model and proposes research hypothesis.Then sending out questionnaire,including 345 college students,to finish the collection of research data about upward social comparison,impulse buying,self-esteem,rumination.After that,using AMOS and SPSS to do the data analysis,then testing the research model and research hypothesis.At last,discussing the research results,then providing some advices and proposing the shortcomings of this study and the prospect of future research.This research’s conclusions are:(1)The upward social comparison on social network sites influences college students’ impulse buying,the comparison promotes college students’ impulse buying.(2)The upward social comparison on social network sites promotes rumination.(3)The rumination promotes impulse buying.(4)Self-esteem is the adjustment variable between upward social comparison and rumination.Low self-esteem people promotes more rumination through the upward social comparison on social network sites and more impulse buying.