Design and Validation of Compulsive Buying Model of Consumers in TV Shopping Industry

Abstract The purpose of the current research is to design the pattern of compulsive purchase of consumers in the TV shopping industry using the data-based theory. To answer this question, a mixed research method (qualitative and quantitative) was used; the data-based theory was used in the qualitative part, and the descriptive-correlative research method was used in the quantitative part. For data analysis; MaxQDA2020 software was used in the qualitative part, and Lisrel software was used in the quantitative part. The sampling method in the qualitative part is of a targeted type, which was saturated by conducting 10 interviews with professors and experts in the fields of marketing and sales, management, sociology and psychology; and in the quantitative part, data was collected using a questionnaire from the statistical population of television buyers in Mashhad. 384 questionnaires were collected based on Morgan's table and based on random sampling. The validity of the questionnaire was confirmed using face and content validity, and reliability using Cronbach's alpha. The results and findings of the research showed that the central phenomenon of compulsive buying from television has two main categories, including quick and thoughtless buying and irrational and emotional buying, and we have identified the factors that directly and indirectly cause this behavior. Some of the most important factors included appropriate marketing mix design for television sales, marketing capabilities of television sales companies, individual demographic characteristics, personality causes, psychological causes, lifestyle, family, and the role of cultural and social structures. Extended Abstract Introduction Compulsive shopping occurs when there is a constant worry about shopping or an irresistible urge to buy unnecessary items and products, especially when the purchases are more than a person can afford. This creates serious negative consequences for the individual and the people around him (Otero-López et al, 2021; Brito et al, 2021; Müller et al, 2019). But until now, only compulsive buying has not been given much attention in terms of marketing (Horvath & Joosten, 2021). Due to this context and the scarcity of studies that examine compulsive buying behavior (Brito et al, 2021); therefore, there is a need to conduct research to identify possible causes that cause, maintain or promote this purchase behavior (Otero-López et al, 2021). Of course, it should be kept in mind that