A Study On The Influence Mechanism Of Positive Self-presentation In Social Networking Sites On Compulsive Buying

With the rapid development of mobile Internet,social networking sites are becoming more and more popular among the public.Social networking sites,as a platform for information exchange and self display,have become a very important part of people's daily lives.In social networking sites,people can selectively present their own information and shape an ideal self.People's positive self-presentation on social networking sites influences not only others,but also their own behavior.The development of e-commerce not only brings convenience to shopping,but also brings the problem of compulsive buying.Compulsive buying behavior has seriously affected consumers' daily lives and brought serious psychological and economic burdens to consumers.Is there a link between positive self-presentation on social networking sites and compulsive buying? Does positive self-presentation in social networking sites affect compulsive buying? How does it affect compulsive buying? Based on the above problems,this paper combines the sociometer theory,the terror management theory of self-esteem and the symbolic self-completion theory,and constructs a mechanism model of the influence of positive self-presentation in social networking sites on compulsive buying behavior.Data were collected by the way of questionnaire survey,and a series of analyses were conducted on the data by using software SPSS22.0 and AMOS24.0 to verify all the hypotheses and research models proposed in this paper.Through empirical analysis,the following results are obtained:(1)positive self-presentation in social networking sites negatively affects compulsive buying.(2)positive self-presentation in social networking sites has a positive impact on self-esteem.(3)Self-esteem negatively influences compulsive buying through the mediating effect of life satisfaction and materialism.The significance of this study displays in: theoretically,this paper takes the positive self-presentation in social networking sites as an independent variable of consumers' compulsive buying for the first time,explores the influence of positive self-presentation in social networking sites on consumers' compulsive buying;and explores the intermediary effect of life satisfaction and materialism between self-esteem and compulsive buying for the first time,explores the mechanism by which positive self-presentation in social networking sites influenced compulsive buying.In practice,from the perspective of positive self-presentation in social networking sites,this paper finds that the internal factors that cause the compulsive buying of consumers help consumers reduce the compulsive buying from their own factors,avoid the psychological distress and economic burden brought by the compulsive buying,and help enterprises to develop appropriate marketing strategies,so as to improve the efficiency of the operation.