Tran Van Dat
Faculty of Business Administration, Banking University, Ho Chi Minh, Viet Nam.
Heliyon. 2022 Jun 8;8(6):e09672. doi: 10.1016/j.heliyon.2022.e09672. eCollection 2022 Jun.
Many indicators have been proposed that can contribute to impulse buying. However, few studies have examined the role of social comparison in impulse buying, materialism, and negative affect, and even less is known about the underlying processes that may moderate these relationships. The objective of this study was to create a framework that included social comparison, materialism, negative affect, impulse buying, and the moderator variable confidence in Vietnamese e-commerce. A total of 249 completed questionnaires were received from young people who frequently shop online. The study used a structural model and experimentally analyzed the links between materialism, social comparison, impulse buying, and negative affect, and how the moderating variable confidence influenced these interactions. The study finds that social comparison has a significant influence on materialism but has no impact on negative affect. However, negative affect significantly influences impulse buying. Materialism also has an impact on negative affect and impulse buying. Additionally, confidence has a beneficial moderating effect on the relationship between social comparison and impulse buying as well as social comparison and materialism. The limitations and implications of both the scientific and managerial aspects of the study were also addressed. The results will improve marketers' understanding of impulse buying behaviors by evaluating the connection between materialism and negative affect, which will allow them to plan effective marketing strategies to increase future impulse buying and profits.
许多指标已被提出，它们可能促成冲动购买。然而，很少有研究考察社会比较在冲动购买、物质主义和负面影响方面的作用，对于可能调节这些关系的潜在过程更是知之甚少。本研究的目的是创建一个框架，该框架包括社会比较、物质主义、负面影响、冲动购买以及越南电子商务中的调节变量——信心。总共收到了249份来自经常网购的年轻人的完整问卷。该研究使用结构模型，并通过实验分析了物质主义、社会比较、冲动购买和负面影响之间的联系，以及调节变量信心如何影响这些相互作用。研究发现，社会比较对物质主义有显著影响，但对负面影响没有影响。然而，负面影响对冲动购买有显著影响。物质主义也对负面影响和冲动购买有影响。此外，信心对社会比较与冲动购买以及社会比较与物质主义之间的关系具有有益的调节作用。研究还探讨了该研究在科学和管理方面的局限性及意义。这些结果将通过评估物质主义与负面影响之间的联系，提高营销人员对冲动购买行为的理解，这将使他们能够制定有效的营销策略，以增加未来的冲动购买和利润。
