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Influencing of Online Compulsive Buying and Materialism in Health and Beauty Consequence New Normal Shopping |
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| รหัสดีโอไอ | |
| Creator | Chompu Nuangjamnong |
| Title | Influencing of Online Compulsive Buying and Materialism in Health and Beauty Consequence New Normal Shopping |
| Publisher | Assumption University Press |
| Publication Year | 2565 |
| Journal Title | AU-GSB e-Journal |
| Journal Vol. | 15 |
| Journal No. | 2 |
| Page no. | 80-94 |
| Keyword | Health and Beauty Industry, Materialism, Online Compulsive Buying, Social Media Advertisement, Celebrity endorsement |
| URL Website | http://www.assumptionjournal.au.edu/index.php/AU-GSB/article/view/6479 |
| Website title | AU-GSB e-Journal |
| ISSN | 1906-3296 |
| Abstract | The major purpose of this study was to determine the impact of online compulsive buying and materialism on new normal shopping in the health and beauty industry. Depression; anxiety; stress; self-esteem; social media advertising; celebrity endorsement; consumerism; and compulsive shopping were all examined in this study. The samples of 415 respondents were drawn from an online questionnaire using probability-sampling procedures that included stratified and basic random sampling. After collecting the data; it was analyzed using simple and multiple linear regression to confirm and demonstrate the hypotheses' relevance. Multiple and simple linear regression analyses; as well as a five-point Likert scale analysis; were used to analyze the data. This study discovered that social media advertising and celebrity endorsement had a substantial effect on materialism; whereas stress; depression; low self-esteem; and anxiety have a significant effect on online compulsive buying. According to simple linear regression; materialism has a large impact on obsessive online shopping for health and beauty products in the new normal. Additionally; this study proposes that in order to acquire a better knowledge of compulsive buying behavior on online shopping platforms; researchers should examine a diverse group of respondents; such as elderly buyers; as well as other service industries. Attaining these objectives is highly likely to maintain compulsive online shopping behavior in a new typical scenario. The research paper's weaknesses include its narrow emphasis on Thailand and Thai customers. As a result; the conclusions from this research may not be applicable to other nations and will solely reflect the situation in Thailand. |
