What Drives Online Compulsive Buying: The Role of Consumer Skill, Knowledge, and Facilitating Conditions

An increase in e-commerce activity has both positive and negative consequences for consumers. The ease with which experienced online shoppers can access a broad assortment of goods and services are likely to contribute to compulsive buying behavior is an example of this. Although researchers have examined factors related to offline compulsive buying, little is known about online compulsive buying behavior. This study examines the influence of perceived skill and knowledge, facilitating conditions, attitude toward online shopping, and actual online purchasing behavior on the tendency to engage in compulsive buying online. The moderating effect of self-esteem is examined as well. As expected, active online shopping coupled with low esteem may potentially lead to a tendency to engage in compulsive online shopping.