Compulsive Online Buying Analysis: The Role of Hypersensitive Narcissism and Anxiety Sensitivity in the Context of Social Media Networks

Abstract

Objective: This research sought to clarify the role of these variables in explaining compulsive purchasing behavior and to provide insights for its management. Methodology: This study was descriptive-survey in nature, applied in purpose, and correlational in type. The statistical population included all online shoppers in the city of Ahvaz. Due to the population's unlimited nature, the sample size was calculated using Cochran’s formula for infinite populations, resulting in 384 individuals selected through simple random sampling. Data collection instruments included standardized questionnaires: Hypersensitive Narcissism Scale (Hendin & Cheek, 1997), Compulsive Online Buying Scale (Goel et al., 2022), and Anxiety Sensitivity Index (Floyd et al., 2020). The validity of the questionnaires was confirmed by experts in the field, and their reliability was verified using Cronbach's alpha coefficient (all above 0.7). For data analysis, SPSS version 22 was used for descriptive statistics, and SmartPLS was employed for structural equation modeling (SEM). Findings: The results indicated that hypersensitive narcissism had no direct or statistically significant effect on compulsive online buying (p > 0.05), but it had a positive and significant effect on anxiety sensitivity (p < 0.05). Additionally, anxiety sensitivity demonstrated a positive and significant effect on compulsive online buying (p < 0.01). The mediating role of anxiety sensitivity was supported, while the moderating role of social media type was not statistically significant in any of the relationships. Conclusion: These findings highlight the importance of psychological factors in compulsive online buying and suggest the need for targeted interventions. Future research is recommended to examine contextual variables such as culture, gender, and economic conditions.