Investigating the Effect of Perceived Stress on Online Compulsive Buying through the Mediating Role of Negative ‎Coping and the Moderating Role of Self-esteem

Today, the basis of neo-marketing makes sense in the context of the Internet, while marketing in this platform includes functional and non-functional factors. Shopping plays a role as an entertaining activity, a way to escape the stress and showing the superior ego in life, and even for some buyers, shopping can go beyond the fun and entertainment and turns into shopping madness. The Internet also makes this context increasingly convenient and accessible, resulting in a new phenomenon called online compulsive buying. The present study was practical in terms of purpose and a survey in terms of the method. The statistical population included women who did online shopping. Due to the indefinite size of the population, 386 individuals were selected as samples. The findings showed that perceived stress and self-confidence had a positive and significant effect on women’s negative coping; moreover, the effect of perceived stress, self-confidence, and negative coping on women’s online compulsive buying was significant. Besides, the mediator role of negative coping was confirmed.