Study On The Formation And Transformation Mechanism Of Compulsive Buying Behavior

With the development of economy and the change of society,people’s pursuit of material life is becoming higher and higher.In this environment,many morbid consumption behaviors have been derived,among which the most representative is compulsive buying.Compulsive buying behavior refers to a kind of purchase impulse that consumers can’t control.This kind of morbid consumption behavior belongs to obsessive-compulsive disorder in medicine.Research shows that compulsive buying behavior has brought many negative effects to people’s work and life,such as over buying,anxiety,serious debt and so on.Therefore,we urgently need to find the internal factors leading to this morbid consumption behavior and solutions.Therefore,based on previous research,this paper explores the deep-seated formation factors and influencing factors of compulsive buying behavior,and explores the conversion mechanism of compulsive buying.Based on attachment theory,consumer brand relationship theory and "stimulus response" theory,this study explores the formation and transformation mechanism of compulsive buying behavior.Choosing materialistic values,anxiety,self-esteem and self-control as the antecedent variables of compulsive buying,consumer brand identity as the intermediary variable and brand attachment as the dependent variable,this paper constructs the formation and transformation mechanism model of compulsive buying behavior.The data were collected by questionnaire and spss22.0 and amos24.0 software analyzes the collected data and verifies the assumptions and models proposed in the study.Based on the research conclusion,the corresponding management suggestions are of great significance to improve consumers’consumption behavior and consumption concept,and provide theoretical guidance for enterprises to make corresponding marketing strategies.Through empirical analysis,it is concluded that:(1)Materialistic values and anxiety have a significant positive impact on compulsive buying behavior;(2)Consumer self-esteem and self-control have a significant negative impact on compulsive buying behavior;(3)Consumer brand identity plays an intermediary role in the relationship between compulsive buying and brand attachment;(4)Brand experience plays a moderating role in the relationship between compulsive buying and consumer brand identity.