Tác động của so sánh xã hội đến tâm trạng tiêu cực, sự trầm cảm và hành vi mua sắm bốc đồng tại Việt Nam
Từ khóa:
So sánh xã hội, tâm trạng tiêu cực, sự trầm cảm, mua sắm bốc đồng, niềm tin bản thânTóm tắt
Nghiên cứu này được thực hiện nhằm xác định và đo lường sự tác động của so sánh xã hội đến tâm trạng tiêu cực, sự trầm cảm và hành vi mua sắm bốc đồng tại Việt Nam. Đồng thời, đo lường sự điều tiết của niềm tin bản thân làm giảm đi sự tác động của so sánh xã hội đến tâm trạng tiêu cực của khách hàng. Đối tượng khảo sát là khách hàng sử dụng mạng xã hội và mua sắm trực tuyến, dữ liệu sơ cấp chính thức là 647 mẫu. Nghiên cứu định lượng chính thức được thực hiện với các kiểm định độ tin cậy, CFA và mô hình cấu trúc tuyến tính SEM để kết luận. Nghiên cứu cung cấp bằng chứng thực nghiệm cho khách hàng khi so sánh bản thân với các người dùng khác trên mạng xã hội sẽ làm gia tăng tâm trạng tiêu cực. Từ đó, gia tăng trạng thái trầm cảm và thực hiện hành vi mua sắm bốc đồng không có lợi cho bản thân. Tuy nhiên, niềm tin bản thân có thể làm hạn chế được sự tác động của so sánh xã hội.
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