Psychological and social variables influencing the compulsive buying

Since compulsive buying is one of the important aspects and less paid attention in researchesrelated to consumer, it is considered as the dark side of consumer behavior. The goal of thisresearch is checking psychological and social variables influencing compulsive buying. Themethodology in terms of goal is functional and in terms of nature is descriptive survey. Statisticalpopulation includes Iranians that were a member of social networks such as Facebook, Googleplus and Tweeter in July 2014. Using Morgan table sample volume was determined as 397people and the method of sampling was snow balling. Distributing questionnaire was doneonline. For evaluating the variable of compulsive buying standard questionnaire of Faber &O’Guinn 1992 was used. For evaluating the other variables researcher made questionnaireincluding 30 items was used. For determining the validity of questionnaire face validity andvalidity of the judgment (expert opinion) were used. For checking reliability of questionnaireCronbach’s alpha coefficient was used, that obtained amount for all variables was upper than 0.7and represented internal coordination of items and confirming questionnaires’ reliability. Foranalyzing data, two variables regression by SPSS 19 software was used. Results showed thatrespectively for every one unit increase in a sense of emptiness, loneliness and lack of attentionto the costs of doing the amount of their compulsive buying increased almost 19%, 15% and 4%,The results also showed that for every one unit improve in people’s social situation theircompulsive buying increased 3.44%. Revival relationships and religious activities variable alsodidn’t have significant role in determining dependent variable changes.

Keywords:

compulsive buying , Consumer behavior , Emptiness , Loneliness , Disregard results of spending