An investigation of online compulsive buying behavior with emotions among post graduation students with reference to Bharathiar University, India

Compulsive buying is usually considered as an abnormal consumer behavior on buying things or an irresistible urge to buy beyond someone’s need. In the high tech environment compulsive buying turned into online compulsive buying due to more advanced aspects. The aim of this study is to identify the impact of online compulsive buying behavior on positive and negative emotions. A survey was conducted among 388 post graduation students by using convenient sampling technique. The result shows that there is a moderate positive relationship for both positive and negative emotions on online compulsive buying. Further research and suggestions will be discussed.