Perceived stress and online compulsive buying among women: A moderated mediation model

Although perceived stress has been shown to be related to online compulsive buying among women, little is known about the underlying mechanisms of this association. The present study examined the mediating role of negative coping and the moderating role of self-esteem in the association between perceived stress and online compulsive buying. A sample of 548 female consumers (M age = 21.41 years, SD = 4.40) completed questionnaire measures of perceived stress, self-esteem, negative coping, and online compulsive buying. Frequency of online buying and amount of money spent online per month were used as covariates. Results indicated that perceived stress was positively associated with online compulsive buying. Negative coping partially mediated this association. In addition, the direct effect of perceived stress on online compulsive buying, and the mediating effect of negative coping, were moderated by self-esteem. Specifically, these effects were weaker for women with higher self-esteem. These findings advance our understanding of how and when perceived stress is related to online compulsive buying among women. Limitations and implications are discussed. •Perceived stress was positively associated with online compulsive buying (OCB).•Negative coping mediated the link between perceived stress and OCB.•The direct and indirect effects were moderated by self-esteem.•These effects were weaker for women with higher self-esteem.