From Social Acceptance to Cognitive Dissonance: The Psychological Pathways of Compulsive Buying Vol. 13, Issue 1

Abstract

This study examines the need for online social acceptance and belongingness as catalysts for e-compulsive buying behavior (ECBB) and resulting cognitive dissonance. It further assesses selfesteem as a moderator and examines its impact on the relationship between ECBB and the need for online social acceptance and belongingness. Data was collected through purposive sampling from 276 women who actively use social networking sites. Partial least squares structural equation modeling was used to analyze the data. The findings show that the need for online social acceptance and belongingness has a positive relationship with ECBB. Moreover, the study demonstrates a positive association between ECBB and cognitive dissonance. However, relationships remain unaffected by self-esteem, primarily because of cultural and demographic factors. The results are helpful for policymakers and mental health professionals seeking to actively promote awareness and reduce the psychological impacts that social networking sites have on women.