大学生虚荣特性、社会自我效能感与网络强迫性购买行为的关系

Relationship between undergraduates’ vanity characteristics, social self-efficacy and online compulsive buying

目的探讨大学生社会自我效能感在虚荣特性与网络强迫性购买行为间的调节作用。方法利用社会自我效能感量表,虚荣特性量表和网络强迫性购买行为问卷对山东省某高校204名大学生进行问卷调查。结果网络强迫性购买行为男生得分(36.40±9.72)分,女生得分(39.94±10.37)分,在性别上存在差异(t=-2.514,P<0.05);社会自我效能感与网络强迫性购买行为呈负相关(r=-0.512,P<0.001),社会自我效能感与虚荣特性之间存在正相关(r=0.474,P<0.001),虚荣特性中的身体外表观感维度与网络强迫性购买行为中的失控支出维度正相关(r=0.212,P<0.001);社会自我效能感与虚荣特性中身体外表关怀的交互作用有统计学意义(β=0.764,P<0.001)。结论女生比男生更容易产生网络强迫性购买行为,独生子女比非独生子女更虚荣;社会自我效能感越高,越不容易产生网络强迫性购买行为;社会自我效能感在身体外表关怀与花费倾向之间的关系具有调节作用。

Objective To explore the role of college students’ social self-efficacy in the regulation of vanity characteristics and online compulsive purchasing behaviors.Methods A questionnaire survey was conducted among 204 college students in Shandong Province by using the Social Self-Efficacy Scale,the Vanity Characteristic Scale and the Network Obligatory Purchasing Behavior Questionnaire.Results The average male score of online compulsive buying was(36.40±9.72),and the average girl score was(39.94±10.37),and there was a difference between genders(t=2.514,P<0.05).There was a significant negative correlation between social self-efficacy and online compulsive buying behaviors(r=-0.512,P<0.01),and there was a significant positive correlation between self-efficacy and vanity characteristics(r=0.474,P<0.01),and there was a significant positive correlation between physical looks and runaway spending(r=0.212,P<0.01).The interaction between social self-efficacy and vanity characteristics in body appearance was significant(β=0.764,P<0.01).Conclusion Girls are more likely to produce compulsive online purchases than boys,and the only child is more vain than non-only child;the higher the social self-efficacy,the less likely it is to generate compulsive online purchases.The social self-efficacy has a regulatory role in the relationship between physical care and spending tendencies.