Understanding Compulsive Buying Behavior of Mobile Shoppers for Fashion Products

This study investigated main and interaction effects of materialistic values, self-depreciation and use intensity of mobile fashion applications on compulsive buying of fashion products. The study findings indicate that people who hold a higher level of materialistic values engage in compulsive buying of fashion products in order to gain meaning for their life, to display that they are successful and to seek happiness. People who hold a negative view of their self-image rely on excessive buying for the self-image construction. When people have a higher level of self-depreciation, they are more likely to be addicted to the use of mobile fashion applications and become compulsive buyers. In addition, people who consider acquisition in the pursuit of happiness and success are more likely to be compulsive buyers even though they do not use mobile fashion applications intensively. Based on these findings, theoretical and managerial implications were provided and limitations were discussed.