大学生网络强迫性购物的影响因素研究

On the influence factors of college students’ compulsive online shopping

基于网络强迫性购物量表和有关支付心理账户量表,考察影响大学生网络强迫性购物的影响因素以及与支付心理账户效应之间的关系,以期大学生减少强迫性购买行为,回避盲目消费带来的严重后果。研究通过对问卷调查结果分析,结果发现:(1)网购强迫性冲动、网购强迫性行为、网络强迫性购物总分上存在显著的性别差异,女生这三个方面得分均显著高于男生,而男女在网购后的负面情绪维度则不存在差异;(2)大学生在生源地变量上的网络强迫性购物不存在显著差异;(3)支付心理账户效应对大学生网络强迫性购物有显著的正向影响,其中支付心理账户与网购强迫性行为、网购后的负面情绪不存在显著的相关性,网购强迫性冲动与支付心理账户存在着显著的正相关性,表明支付心理账户效应越强者网购强迫性冲动越大。

Based on Compulsive online shopping scale and the related payment of mental account scale,this paper examines the influential factors of college students’ online compulsive shopping and the relationship between those factors and mental accounting effect, enabling students to reduce compulsive purchase behavior and avoid the serious consequences of blind consumption. A total of 97 effective questionnaires were collected and the results showed that:(1) great gender differences occur on scores of compulsive online shopping impulses, compulsive online shopping behavior, compulsive online shopping;women’s scores were significantly higher than men’s, and concerning the negative emotions after online shopping, there is no significant gender difference;(2) there is no noticeable difference related to college students’ birthplaces;(3) pay mental accounts effect have an significant positive influence on college students’ network compulsive shopping. The payment mental account has little relation to do with compulsive online shopping behavior and negative emotions after online shopping, while compulsive online shopping impulses are proved closely related with the payment mental account, indicating that the greater the effect of payment mental accounts is, the stronger the online impulses appear.