E-Compulsive Buying: The Outcomes of E-Formity Accelerated by Social Networking Sites: an Online Consumer Psychology Test

Abstract

In the current scenario, there is an incremental change in e-Market access through social networking websites, Blogs, Vlogs and smart phones applications in techno-driven economies. This Incremental change results into convenient shopping for customers in E-commerce industry but also creates some negative outcomes for consumers. Current study assesses the contribution of virtual communities for compulsive behavior via Social Networking sites. It aims to apprehend whether or not virtual communities discourage online excessive buying or no longer. Online survey was conducted in north India so that reliable data can be collected by Convenient Sampling. Moreover panel members were limited to those who are at least involved in one of the Social Networking Sites then finally after screening process the final used sample was 332. To validate the Model, Mediation effect of consumer conformity has applied for effective understanding of E –Compulsive buying. Results of the study reveals that group member expertise, product and brand knowledge & website content, sense of belongingness, size of group & identity seeker have significant influence on component of e-formity which acts as mediators and it was also found that normative component of e-formity has significant effect on online compulsive buying, informative component of e- formity has no effect on online compulsive buying. This study will be helpful in rising and solving key issues related Social Influence of reference group members in SNS results into facilitation to Digital Marketing Professionals for effective marketing strategies in emerging scenario.