The Relationships Among Internet Use Motives,Self-control And Online Shopping Dependency Of Undergraduates

Online shopping dependency was the psychological states of additional online shopping for individual. The individual possessed mental satisfaction in the process of online shopping but no damage to individual's social function; Internet use motivation was the inner powers that induct, motivate and maintain some network behaviors of network users to point some targets. Self-control was the psychological process that individual in order to achieve goals while regulating the cognitive,emotional and behavioral.The purpose of this paper was to explore the relationships among the undergraduates' Internet use motivation, self-control and online shopping dependency, which provided some advice for reasonable online shopping of undergraduates.We had two researches: Preliminary research:the 550 undergraduates in Anhui Normal University and Wanjiang college of Anhui Normal University were investigated to developed the online shopping dependency for undergraduate that meet the requirements of psychometrics; Formal research:the 700 undergraduates in Anhui Normal University, Wanjiang college of Anhui Normal University, Wannan Medical College, Hefei University and Hefei Normal University were investigated to analyze relationships and interaction mechanism among Internet use motives,self-control and online shopping dependency.The conclusions were as follows:(1)The undergraduate online shopping dependency scale which this research developed had 21 items and 4 factors, the factors of this scale were salience,withdrawal, mood modification and excessive consumption. This scale had the preferable reliability and validity which met the requirements of psychometrics.(2)The tendency of online shopping dependency was low; undergraduates'online shopping dependency had significant difference in monthly cost of living,monthly online shopping count, gender, home address and grade.(3)In undergraduates Internet use motivation, the score of undergraduates social affective motive was higher than the score of information-acquisition motive;The undergraduates social affective motive differences were mainly express in gender, enfant unique, major and grade; The undergraduates information-acquisition motive difference was mainly express in grade.(4) In undergraduates self-control, the level of undergraduates self-control in thought and behavior were high, but the level of behavior in planning, moodiness and emotional stability were low; The gender difference was mainly express in emotional stability, the enfant unique difference was mainly express in behavior in planning, the major differences were mainly express in self-control in thought,behavior in planning, execution behavior, emotional stability and moodiness, the home address difference was mainly express in execution behavior, the grade difference was mainly express in self-control in thought.(5)The undergraduates online shopping dependency was negatively related to behavior in planning, moodiness and social-affective motive; Also the moodiness,behavior in planning and social-affective motive were can significantly negative predict online shopping dependency; Online shopping dependency was positively related to information-acquisition motive; Also the information-acquisition motive was can significantly positively predict online shopping dependency.(6) The moodiness had fully mediating effects between social-affective motive and online shopping dependency; Self-control in thought moderated moodiness mediation effect, self-control in thought moderated the second path of the mediation.