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Social Exclusion and Impulsive Buying among Chinese College Students: The Mediating Role of Self-Esteem and the Moderating Role of Risk Preference

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  • Haocheng Luo

    (Research Center of Adolescent Psychology and Behavior, Department of Psychology, School of Education, Guangzhou University, Guangzhou 510006, China)

  • Jiarong Chen

    (Research Center of Adolescent Psychology and Behavior, Department of Psychology, School of Education, Guangzhou University, Guangzhou 510006, China)

  • Shengnan Li

    (Research Center of Adolescent Psychology and Behavior, Department of Psychology, School of Education, Guangzhou University, Guangzhou 510006, China)

  • Yangang Nie

    (Research Center of Adolescent Psychology and Behavior, Department of Psychology, School of Education, Guangzhou University, Guangzhou 510006, China)

  • Guodong Wang

    (Research Center of Adolescent Psychology and Behavior, Department of Psychology, School of Education, Guangzhou University, Guangzhou 510006, China)

Abstract

With the development of science and technology, buying has become much easier. At the same time, however, impulsive buying has many negative consequences for college students, such as dissatisfaction and debt; the causes of impulsive buying should, therefore, be explored urgently. There are numerous empirical studies indicating that social exclusion may be a potential factor of impulsive buying, and the underlying mechanisms of this association remain unclear. In this study, we used the Social Exclusion Scale, Self-Esteem Scale, Risk Preference Scale, and Impulsive Buying Scale, as well as a cross-sectional design to investigate the roles of self-esteem and risk preference in the relationship between social exclusion and impulsive buying among 768 college students (387 were female, M age = 20.25 years). The results were as follows: (1) when controlling for gender, age, family monthly income, and monthly living expenses, social exclusion significantly and positively predicted impulsive buying; (2) self-esteem played a mediating role between social exclusion and impulsive buying; (3) risk preference moderated the relationship between the second half of the mediating path and the direct path. These results reveal the mechanism underlying impulsive buying in college students, that is, social exclusion will predict the decrease in college students’ self-esteem, and low self-esteem will further predict college students’ impulsive buying, which is a way for them to gain a sense of self-worth. Relatively low risk preference can well alleviate the negative impact of social exclusion and low self-esteem on impulsive buying. What is more, these results have implications for impulsive buying interventions and preventions. Schools should aim to create a good peer atmosphere by implementing certain rules that help to reduce social exclusion, and parents and education departments should cultivate students’ risk awareness to avoid risk behaviors in college students, such as impulsive buying behavior. This study fills the research gap regarding college students’ impulsive buying and explores its internal psychological mechanism.

Suggested Citation

  • Haocheng Luo & Jiarong Chen & Shengnan Li & Yangang Nie & Guodong Wang, 2021. "Social Exclusion and Impulsive Buying among Chinese College Students: The Mediating Role of Self-Esteem and the Moderating Role of Risk Preference," IJERPH, MDPI, vol. 18(21), pages 1-13, October.
    • Handle: RePEc:gam:jijerp:v:18:y:2021:i:21:p:11027-:d:660719
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    References listed on IDEAS

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    1. Nicole L. Mead & Roy F. Baumeister & Tyler F. Stillman & Catherine D. Rawn & Kathleen D. Vohs, 2011. "Social Exclusion Causes People to Spend and Consume Strategically in the Service of Affiliation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(5), pages 902-919.
    2. Rook, Dennis W, 1987. "The Buying Impulse," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 14(2), pages 189-199, September.
    3. Dhandra, Tavleen Kaur, 2020. "Does self-esteem matter? A framework depicting role of self-esteem between dispositional mindfulness and impulsive buying," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
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    1. Shunying Zhao & Qiang Yang & Hohjin Im & Baojuan Ye & Yadi Zeng & Zhinan Chen & Lu Liu & Dawu Huang, 2022. "The impulsive online shopper: effects of COVID-19 burnout, uncertainty, self-control, and online shopping trust," Future Business Journal, Springer, vol. 8(1), pages 1-15, December.
    2. Zhitan Feng & Abdullah Al Mamun & Mohammad Masukujjaman & Qing Yang, 2023. "Modeling the significance of advertising values on online impulse buying behavior," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-17, December.

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