Research on the Impact of Psychological Traits on Shopping Motivation and Shopaholism

Consumption is not just a lifestyle pattern, but has become an important act that expresses an individual's self and identity. With the development of Internet shopping, consumers have become able to use shopping conveniently. At the same time, the negative behavior of shopping addiction has become a social problem. Consumption behavior is deeply related to an individual's psychological state as well as the economic situation or surrounding environment. In particular, self-esteem has a significant impact on these consumption patterns. In the past, the association between various psychological charactetistics and shopping addiction has been widely studied, but due to the large number of variables, in-depth studies focusing on self-esteem, self-control, impulsivity, and materialism are lacking. Therefore, this study examined self-esteem, self-control, impulsivity, and materialism as factors affecting shopping addiction among college students. To do this, a survey was conducted among college students who have experienced or are interested in shopping addiction, and hypotheses were tested using SPSS 23.0 and Smart PLS 4.0. TI1e research results are like this. First, self-esteem had no effect on shopping motivation, rejecting H1-2, and self-control had no effect, rejecting H1-3. Therefore, HI was pai.1ially accepted. Second, shopping motivation has a positive effect on Shopping Addiction, so H2 is accepted.