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The influence of public self‐consciousness and materialism on young consumers' compulsive buying

Yingjiao Xu (School of Human and Consumer Sciences, Ohio University, Athens, Ohio, USA.)

Young Consumers

ISSN: 1747-3616

Article publication date: 14 March 2008

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Abstract

Purpose

This study aims to investigate young consumers' compulsive buying tendency from the perspective of psychological motivation. Specifically, this research aims to study the influence of public self‐consciousness and materialism on young consumers' compulsive buying.

Design/methodology/approach

A self‐administered survey was distributed to a class at a Mid‐Western university. LISREL 8.7 was employed to assess the validity and reliability of the constructs by using confirmatory factor analyses and to test the hypotheses by using structural equation modeling.

Findings

Materialism was found to have a strong, significant and direct influence on young consumers' compulsive buying tendency. Public self‐consciousness was strongly related to young consumers' compulsive buying tendency. However the influence of public self‐consciousness on compulsive buying tendency was mediated by materialism.

Originality/value

This paper contributes to the literature on young consumers' compulsive buying. Not only is the influence of materialism confirmed, but this study also provides an insight into the motivation behind compulsive buying by investigating the relationship between public self‐consciousness and compulsive buying.

Keywords

Citation

Xu, Y. (2008), "The influence of public self‐consciousness and materialism on young consumers' compulsive buying", Young Consumers, Vol. 9 No. 1, pp. 37-48. https://doi.org/10.1108/17473610810857309

Publisher

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Emerald Group Publishing Limited

Copyright © 2008, Emerald Group Publishing Limited