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 consumers 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, member expertise and the sense of belongingness on conformity.
|Number of pages||6|
|Journal||Advances in Consumer Research|
|State||Published - 2008 Dec 1|