Family Subjective Socioeconomic Status and University Students' Online Shopping Addiction: A Gender-Based Analysis

Online shopping addiction has surged among today's university students. Previous studies have focused on individual and network factors, whereas neglecting family-related roles. This study examined the relationship between subjective socioeconomic status (SSES) and university students' online shopping addiction (OSA) using the life course model of consumer behavior, and explored the chain-mediating role of vanity and materialism, and the moderating role of gender. We surveyed 635 students from two universities in Henan Province, China, using self-administered scales and questionnaires assessing subjective SES (SSES), OSA, materialism, and vanity. The results showed that SSES is negatively associated with OSA. Materialism played a mediating role, whereas vanity and vanity-materialism played a suppressing role between SSES and OSA. A direct relationship between SSES and OSA was found only in men, whereas the indirect path of SSES-vanity-materialism-OSA was found only in women. These results enable better recognition and understanding of the family's role, including family economic status, in university students' gender-specific OSA. They also advance the understanding of the transmission mechanism between family economic status and university students' OSA and promote better recognition and awareness of the family's role in university students' gender-specific OSA.