Self -Esteem and Compulsive Buying Behavior: The Role of Hedonic Motivation

This study explores the interplay between hedonic motivation, self-esteem, and compulsive buying behavior. Through a survey involving 639 participants, correlation and regression analyses were conducted to examine these relationships. The findings revealed a significant positive link between self-esteem and compulsive buying behavior, contrary to the negative hypothesis. Additionally, hedonic motivation showed positive associations with both compulsive buying behavior and self-esteem. Notably, hedonic motivation emerged as a key mediator between self-esteem and compulsive buying behavior. The practical implications suggest individuals should manage their emotional responses based on their self-esteem levels and control hedonic tendencies to curb compulsive buying. This research contributes by shedding light on the roles of self-esteem and hedonic motivation in understanding compulsive shopping behaviors.