A Research On The Characteristics And Executive Functions Of Network Compulsive Buying Of College Students

Internet shopping brings great convenience to our daily life. While at the sametime, network compulsive buying has become a world wild serious problem due to theoveruse or excessive dependence on Internet shopping. The appropriate classificationof network compulsive buying has been debated, but some consider it a behavioraladdiction similar in many respects to classic alcohol and drug dependencies. Thesedisorders share common core clinical features such as executive function deficits.Executive function, which is considered to be a product of the coordinated operation ofvarious cognitive processes to accomplish a particular goal in a flexible manner, is ahigher cognitive function of information processing and behavior control. We candivide the EF into the “cold” EF and the “hot” EF through the level of the emotioninvolve. In this study, we try to develop a Chinese Version of the Network Compulsive BuyingScale and examine its reliability and validity, and analyze the characteristics for theconsumers, and explore the feature of the network compulsive buyer’s “cold” EF and“hot” EF.Study I selected482college students from Harbin by means of simple sampling,testing network compulsive shopping scale and verifying the reliability and validity ofthe scale. Study II selected another637college students from Harbin by means ofsimple sampling, testing network compulsive shopping scale, compulsive shoppingscale, self-esteem scale and sensation seeking scale, and discussing college students’characteristics of network compulsive shopping. Study III and IV selected14studentsas the experimental group and33as the control group from300college students bymeans of cluster sampling. Study III adopted2(group)*3(task type) word-colorstroop task and Wisconsin card sorting test to implement “cold” executive function.Study IV adopted2(group)*4(task type) emotional conflict task and2(group)*5(stage) Iowa gambling Task to implement “hot” executive function. Study III andstudy IV aim to investigate the injury situation of the executive function of the networkcompulsive shoppers. Study I found that network compulsive shopping scale is featured with goodreliability and validity. Study II found that gender and only child are the two factorscaused significant difference in online shopping goods. Self-esteem, sensation seekingand the number of monthly shopping play predictive roles in network compulsiveshopping. Study III found that in the word-color stroop task, the reaction time of thecontrol group and consistent group is less than that of the inconsistent group andcontrol group, and the accuracy of the consistent group is higher than that of theinconsistent group, and the accuracy of the experimental group is higher than that ofthe control group. In the Wisconsin card sorting test, the sustained response percentageand the sustained response of the experimental group are significantly lower than thatof the control group. Study IV found that in the emotional conflict task, the reactiontime of the experimental group is obviously higher than that of the control group, andthe reaction time of consistent word-figure is obviously lower than that of theinconsistent word-figure. In the Iowa gambling Task, the advantage card of theexperimental group is obviously lower than that of the control group. To sum up, thenetwork compulsive shopping scale possesses good reliability and validity, and thenetwork compulsive shoppers showed a certain injuries in executive function.