A Preliminary Study about Online Shopping Addiction of University Students and Questionnaire Compilation
|School||Central China Normal University|
|Keywords||online shopping addiction qualitative analysis exploratory factoranalysis confirmatory factor analysis|
Starting from the researcher’s own interest, this research adopts the methods of qualitative analysis and questionnaire compilation, in order to discuss what online shopping addiction is as well as compile a measurement tool for online shopping addiction of university students.This research is divided into two parts. The first part adopts consensus qualitative research method to define what online shopping addiction is. In this part, the interviewees are recruited through advertisement recruitment, friend recommendation and voluntary participation. The researcher compiles the interview outline based on the resources obtained from relevant documents, and conducts qualitative analysis on the collected12interview materials. After selection, the researcher uses8of the12materials as the basis for qualitative analysis. The research group of qualitative analysis consists of4members, one is the checker and the other three are group members. All analytical results obtained by group members should be inspected by the checker and modified according to the suggestions of the checker, and then the group could reach an agreement on those results. Through qualitative analysis, this research defines online shopping addiction as:online shopping addiction is a kind of status. Individuals buy products online in virtue of Internet. However, some individuals may repeat such a behavior due to the distinctive attraction (such as emotion relief and pressure reduction) of online shopping, which results in a waste of time or money, and even damages living functions. If such a behavior is terminated by force, those individuals may feel depressive and try their best to return to online shopping.The second research means to compile a questionnaire concerning online shopping addiction of university students. The compilation of this questionnaire is based on the results of qualitative analysis obtained in the first research and reference from internet addiction questionnaires which were compiled formerly. The initial questionnaire consists of45questions in total, which are then deleted via project analysis and exploratory factor analysis. The final questionnaire is constituted by22questions. This questionnaire contains four dimensions:functional lesion, objective indicator, abstinence reaction and emotional experience. Confirmatory factor analysis is conducted on the final questionnaire which is put into practice, and the results show that the model fitting is fair, which indicates fair construct validity of this questionnaire. Coefficient of internal consistency test and split-half reliability test are also conducted on the questionnaire, and the results show that the reliability of the questionnaire is favorable. Hence, this questionnaire can be used as the tool for measuring online shopping addiction of university students.