A Study On Non-cognitive Development Process Of Chinese Consumers' Compulsive Online Shopping

Nowadays,with the rapid development of the Internet,all kinds of online shopping websites and mobile applications spring up.Online shopping has become a daily behavior in China.With the popularization of online shopping,the particular behavior of compulsive online shopping obtains more and more attention too.Under the circumstances of China's developed online shopping,this study investigates a non-cognitive model of compulsive online shopping.After referring to the analyses of Dual-Process Model,Stimulus-Responses Habit Learning Theory and Media System Dependency Theory,this study constructs a non-cognitive model of compulsive online shopping.The hypotheses of the proposed model are tested by the empirical research.The results of the empirical research indicate that,the deeper the online shopping habit,the deeper the solitary play dependency on online shopping.Besides,the solitary play dependency on online shopping significantly influences the online shopping withdrawal and compulsive online shopping positively.This study also confirms that online shopping withdrawal fully mediates the effect of solitary play dependency on online shopping on compulsive online shopping.Moreover,this study investigates the moderating role of self-discipline and impulse control on the relationship of solitary play dependency on online shopping and compulsive online shopping.The result demonstrates that there exists a moderate effect of impulse control while self-discipline does not.In conclusion,this study not only expands the research of compulsive online shopping and non-cognitive but also has great practical implications for consumers,retailers and supervisors of the Internet.