Influence of Digital Technology Reliance on Compulsive Buying Behavior in Metropolitan Cities of Pakistan: A Mediated Moderated Model

Abstract

The rationale of the current study was to examine the mediating role of the urge to buy and the moderating role of income in the association between digital technology reliance and compulsive buying behavior. A sample of 377 participants completed questionnaire measures of compulsive buying behavior, urge to buy (enhancement, social, and coping motives), and reliance on digital technology (usage intensity and ease of navigation). PLS-SEM was used to comprehend the results. The conservation of resources theory is used to evaluate the framework. Despite digital technology's association with compulsive buying behavior, little is known about its underlying mechanisms. A cause-to-effect model is used in the current research, which helps elaborate on the relationship among the constructs with an underpinning theory. Results indicated that usage intensity was positively associated with compulsive buying behavior. The urge to buy partially mediated this association, where enhancement, social, and coping motives were significant indicators. In addition, income is a significant moderator between the mediator and compulsive buying behavior. Gender as a control variable had no impact; however, age as a control variable had a significant impact, showing youth to have high compulsive traits.  These findings advance our understanding of how digital technology reliance causes stress that goes beyond consumer cognition and causes risky buying behavior.

Keyword: Digital technology, Usage intensity, Ease of navigation, compulsive buying behavior, and Buying motives.