Research on the Influence of the Social Comparison Orientation on Online Compulsive Buying Tendency of Young People

Nowadays, the online compulsive buying behavior of young group is increasing, which has become a social problem that needs to be solved. This paper focuses on individual psychological factors and explores how comparison orientation influences buying. Through research method questionnaire survey, this shows different levels will lead preferences. And then we examined mediating moderating effects work influence path tendency. As result, study innovatively finds mechanism materialism values as mediator self-concept clarity moderator. It ultimately allows us figure out pathway leads tendency, can provide new ideas for solving problems caused by it.