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Compulsive buying in China: Measurement, prevalence, and online drivers

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  • He, Heping
  • Kukar-Kinney, Monika
  • Ridgway, Nancy M.

Abstract

This research establishes the validity and reliability of the Richmond Compulsive Buying Scale in the Chinese consumer market. Using two different Chinese samples, the scale is able to identify compulsive buyers in China. The prevalence of compulsive buyers in China is found to be 10.4% in a student sample and 29.1% in a general population. In addition to identifying compulsive buyers, six compulsive buyers' motivations to buy online are identified: immediate positive feelings, avoiding social interaction, buying anytime/anywhere, daydreaming, observed buying, and emotional response to receiving online purchases. The Chinese concept of face consciousness (mianzi) can be used to explain the high prevalence of compulsive buying among online buyers in China.

Suggested Citation

  • He, Heping & Kukar-Kinney, Monika & Ridgway, Nancy M., 2018. "Compulsive buying in China: Measurement, prevalence, and online drivers," Journal of Business Research, Elsevier, vol. 91(C), pages 28-39.
    • Handle: RePEc:eee:jbrese:v:91:y:2018:i:c:p:28-39
    DOI: 10.1016/j.jbusres.2018.05.023
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    15. Jinjie Li & Jiayin Qi & Lianren Wu & Nan Shi & Xu Li & Yuxin Zhang & Yinyin Zheng, 2021. "The Continued Use of Social Commerce Platforms and Psychological Anxiety—The Roles of Influencers, Informational Incentives and FoMO," IJERPH, MDPI, vol. 18(22), pages 1-19, November.
    16. Xiang Wu & Bin Hu & Jie Xiong, 2020. "Understanding Heterogeneous Consumer Preferences in Chinese Milk Markets: A Latent Class Approach," Post-Print hal-02489646, HAL.
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    19. Makri, Katerina & Papadas, Karolos & Schlegelmilch, Bodo B., 2021. "Global social networking sites and global identity: A three-country study," Journal of Business Research, Elsevier, vol. 130(C), pages 482-492.

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