Self-esteem as a potential madiator between emotional stability and impulsive buying

Samopoštovanje kao mogući medijator u odnosu emocionalne stabilnosti i impulzivnog kupovanja Cilj istraživanja bio je ispitati može li se na temelju emocionalne stabilnosti i samopoštovanja predvidjeti sklonost impulzivnom kupovanju, kao i specifična kognitivna i afektivna komponenta sklonosti impulzivnom kupovanju te provjeriti je li samopoštovanje medijator u odnosu emocionalne stabilnosti i sklonosti impulzivnom kupovanju. Istraživanje je provedeno online upitnikom na prigodnom uzorku građana Republike Hrvatske. U istraživanju je sudjelovalo 285 sudionika, od čega je 80,4% žena. Prosječna dob sudionika bila je M = 29,09 godina. U istraživanju je korištena Rosenbergova skala samopoštovanja (eng. Rosenberg SelfEsteem Scale), Skala emocionalne stabilnosti iz upitnika ličnosti IPIP50 te Skala impulzivnog kupovanja. Rezultati djelomično potvrđuju hipotezu prema kojoj emocionalna stabilnost značajno predviđa sklonost impulzivnom kupovanju, kao i afektivnu komponentu sklonosti impulzivnom kupovanju u negativnom smjeru, dok nije utvrđena značajna bivarijatna korelacija emocionalne stabilnosti s kriterijem kognitivne komponente sklonosti impulzivnom kupovanju. Također, rezultati istraživanja pokazuju kako je samopoštovanje značajan prediktor jedino afektivne komponente sklonosti impulzivnom kupovanju. Na temelju regresijske analize zaključuje se da samopoštovanje objašnjava tek 1,7% varijance kriterija afektivne komponente što ukazuje na postojanje drugih varijabli koje značajnije objašnjavaju afektivnu komponentu sklonosti impulzivnom kupovanju. Konačno, rezultati pokazuju kako samopoštovanje nije značajan medijator odnosa emocionalne stabilnosti i afektivne komponente sklonosti impulzivnom kupovanju. Ovakvi nalazi upućuju na to kako na ovaj odnos utječu i druge varijable koje bi u budućnosti trebalo istražiti kako bi se podrobnije razumjeli procesi koji su u osnovi odnosa samopoštovanja, emocionalne stabilnosti i impulzivnog kupovanja.Self-esteem as a potential mediator in a relationship between emotional stability and impulsive buying The aim of the study was to research whether impulsive buying tendency, as well as the specific cognitive and affective component of impulsive buying, can be predicted based on the emotional stability and self-esteem. We also researched the potential mediating effect of the self-esteem in the relationship of emotional stability and impulsive buying tendency. We used an online questionnaire on a sample of citizens of the Republic of Croatia that involved The Rosenberg Self-Esteem Scale, the Emotional Stability Scale from the IPIP 50 questionnaire and the Impulsive Purchase Scale. The study involved 285 participants of which 80,4% were women. The mean age of the participants was M = 29,09. The results partially confirm the hypothesis that the emotional stability significantly predicts impulsive buying tendency, as well as the affective component of the impulsive buying in a negative direction, while it did not show a significant bivariant correlation with the cognitive component of the impulsive buying as criteria. Also, the study results show that self-esteem is a significant predictor only of the affective component of impulsive buying. Based on the regression analysis, it is shown that self-esteem explains only 1,7% of the affective component of impulsive buying variance which indicates the existence of the other variables that more significantly explain the affective component of impulsive buying. Finally, the results show that self-esteem is not a significant mediator of the relationship between emotional stability and the affective component of impulsive buying. Such findings suggest that this relationship is also affected by other variables that should be explored in the future to understand in more detail processes underlying the relationship between self-esteem, emotional stability and impulsive buying