Abstract
This study analyses the impact of social influences on compulsive buying
behavior through psychological influences. Specifically, this study
explores the relationships in terms of Stimulus-Organism-Response (S-OR) framework regarding individual’s attention to social comparison
information, purchase decision involvement and compulsive buying
behavior in Pakistan. Data were collected from shoppers at some major
shopping malls, people in their respective communities and university
students; in four cities of Pakistan. A total of 641 questionnaires were
analysed through Structural Equation Modeling. It has been found that
purchase-decision-involvement acts as a mediator between attention-tosocial-comparison-information and compulsive buying behavior. The
findings also suggest that gender acts as a moderator between attentionto-social-comparison-information and compulsive buying behavior and;
between purchase-decision involvement and compulsive buying
behavior. Findings might provide directions for marketers/retailers
enabling them to develop more accurate marketing tactics. Besides,
public policy officials may use these findings to guide regulations and to
restrain marketers from adopting practices that might trigger compulsive
buying behavior.
Saman Attiq, Rauf-i-Azam. (2015) Attention to Social Comparison Information and Compulsive Buying Behavior: An S-O-R Analysis, Journal of Behavioural Sciences, Volume 25, Issue 1.
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