The Mediating Role of Consumer Conformity in E-Compulsive Buying

Both the convenience of online shopping and the lack of normative standards on the Internet can cause online compulsive buying. Considering the negative consequences of online compulsive buying, Internet tools for reminding of social norms are needed to reduce online compulsive buying. Virtual communities can affect consumer buying behavior because they also can be social groups. Accordingly, the objective of this study is to explore the relationship between conformity in virtual communities and online compulsive buying tendencies. This study also attempts to examine the influence of two external variables, the sense of belongingness and member expertise on conformity.


Yun Jung Lee and JungKun Park (2008) ,"The Mediating Role of Consumer Conformity in E-Compulsive Buying", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 387-392.


Yun Jung Lee, Purdue University
JungKun Park, Purdue University


NA - Advances in Consumer Research Volume 35 | 2008

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