Study On The Relationship And Intervention Between Self-esteem,Social Anxiety And Online Shopping Addiction Tendency Of College Students

In recent years,with the development of the Internet and logistics industry,online shopping has quickly become the preferred way of daily consumption for young people.Online shopping not only brings convenience,but also causes new problems.Due to its unique advantages,more and more people spend excessive time and money on online shopping,falling into a chronic and periodic addiction.Produce psychological and physical dependence,and even affect daily life.The compensatory consumption theory points out that irrational consumption behavior is actually to indirectly meet the deep psychological needs of individuals,especially when self-esteem is threatened,the sense of control,the lack of belonging.College students are in the stage of personality is not stable,easy to be affected by others around,self-esteem setbacks,social anxiety may lead to bad ways or behavior habits.Previous studies have shown that self-esteem is one of the influencing factors of online shopping addiction tendency,but the relationship between social anxiety and online shopping addiction tendency and its mediating role in the relationship between self-esteem and online shopping addiction tendency have not been explored.Based on previous studies and existing theories,this study first conducted relevant studies,taking 614 college students from 2 universities in certain city as subjects,using self-esteem scale,communication anxiety scale and college students’ online shopping addiction questionnaire to investigate the influence of college students’ self-esteem level on their online shopping addiction tendency,and then explored the mediating role of social anxiety between self-esteem and online shopping addiction tendency.Secondly,based on the conclusions of study 1 and previous research results,30 college students were recruited in a quasi-experimental design and randomly assigned to the experimental group and the control group.The experimental group received 12 sessions of group counseling on the theme of social anxiety relief,while the control group received no treatment.The scale test results and subjective feedback materials were statistically analyzed to test and discuss whether the designed group auxiliary program can effectively relieve the social anxiety level of college students,and then reduce their addiction tendency to online shopping.This study draws the following conclusions:(1)The overall self-esteem level of college students is above average,the level of social anxiety is significantly higher than the norm,and the detection rate of online shopping addiction is high.There are significant gender differences in the scores of social anxiety and online shopping addiction.The scores of self-esteem and social anxiety of college students from different places of origin and family economic status are significantly different.(2)The level of self-esteem,social anxiety and online shopping addiction of college students are correlated in pairs.Social anxiety plays a mediating role in the effect of self-esteem on online shopping addiction.On the one hand,self-esteem can directly affect college students’ addiction tendency to online shopping.On the other hand,low self-esteem of college students will aggravate the occurrence of social anxiety and indirectly increase the incidence of college students’ addiction to online shopping.(3)The group counseling program designed in this study can effectively improve the social anxiety of college students,so as to alleviate their addiction to online shopping.