The Researches On The Influence Factors Of College Students’ Online Shopping Addiction

The advent of the Internet affects the shopping’s process, half of the Internet users choose to shopping online. Therefore, the online shopping addiction has become the latest topic in academic circles..By using the method of questionnaires and selecting 306 college students as subjects, this paper explores the forecasting function of self-esteem, self-management, emotions and coping style on college students online shopping addiction, in order to reveal the influential dimensions which result in the eollege students online shopping addiction, and to provide some ideas to help other researchers’intervention about shopping addiction. The results are as follows:1.College students who are highly addieted to the online shopping exist significant differences in gender, girls are more likely to have the online shopping addiction than boys.2. Different addiction degree of college students has a significant difference in self-esteem, self-control, emotion and coping styles:The high packet’s score is significantly lower than the low packet in self-esteem, self-control, self emotion and positive coping style; Its score is significantly higher than the low packet in tension, depression, panic and negative coping style.3. Self-esteem and self-control have a significant negative prediction on the online shopping addiction; tension, depression and panic emotion have a significant positive prediction on the online shopping addiction, self emotion has a significant negative prediction on the online shopping addiction; Positive coping style has a partial and negative prediction on the online shopping addiction, negative coping style has a partial and positive e prediction on the online shopping addiction.4. Negative coping style has a partial mediating effect on self-esteem and function damage; Negative coping style has a partial mediating effect on self-control and function damage; Negative coping style has a partial mediating effect on tension and function damage; Negative coping style has a partial mediating effect on tension and excessive consumption; Negative coping style has a partial mediating effect on panic and function damage.