The Relationship between Upward Social Comparison on Social Networking Sites and Impulse Buying: The Mediating Role of Benign Envy

Abstract

The aim of this study is to propose and empirically test a model pertaining to the relationship between upward social comparison on SNSs, benign envy and impulse buying. Moreover, this research also simultaneously examines how benign envy mediate relationship between upward social comparison on SNSs and impulse buying. Fully comprehending these relationships is beneficial to stimulating SNSs users to make impulse purchases through “unescapable traps” set by upward social comparison and benign envy stimuli. Data collected from 302 valid questionnaires were used to empirically test the research model. By using structural equation modeling (SEM) to examine research model, the results highlighted that upward social comparison on SNSs positively and directly affects impulse buying and benign envy, respectively. Most importantly, with the support of benign envy as a mediator, we claim that there exists an indirect relationship between upward social comparison on SNSs and the practice of impulse buying, which makes a considerable contribution to a better insight into consumer buying behavior. Limitations and further research are also discussed at the end of the research.

Keywords: upward social comparison, SNSs, benign envy, impulse buying.