Student Stress and Online Shopping Addiction Tendency among College Students in Guangdong Province, China: The Mediating Effect of the Social Support

Online shopping addiction tendency (OSAT) among college students has become too serious to ignore. As a result, it is necessary to carefully examine the relevant factors that shape students’ online shopping addiction tendencies. This study aimed to determine whether social support mediates the relationship between college students’ stress (academic hassle, personal hassle, and negative life events) and OSAT. In this cross-sectional study using a convenient sampling method, Chinese students from eight universities in Guangdong Province, China, completed self-administered questionnaires in either printed or online format. The survey data includes daily online shopping usage, college student stress, a social support rating scale, an online shopping addiction tendency scale for college students, and demographic information. A total number of verified and valid questionnaires were returned. In a sample of 1123 (mean age = 20.28 years; 58% females). Each individual had online shopping experience. The survey revealed no gender differences in OSAT. There was a statistically significant relationship between student stress (academic hassle, personal hassle, and negative life events) and students’ OSAT scores and social support. The latter was negatively correlated with OSAT and mediated the relationship between college students’ stress and their OSAT. In conclusion, university students’ stress (academic hassle, personal hassle, and negative life events) acts as a trigger for OSAT. A combination of a high stress level and a lack of social support increases the likelihood of developing OSAT. Social support has an effect on the OSAT of college students by relieving their stress; social support is a protective factor against the OSAT for college students.