Influence of Collective Self-Esteem on Online Shopping Behavior of American Youth
Individual’s self-esteem and self-identity is affected by group memberships and affiliations: social groups like families, teams, cliques, schools, cities, and countries (Abrams & Hogg, 1988; Crocker, Luhtanen, Blaine, & Broadnax, 1994). The collective self-esteem (CSE) scale developed by Luhtanen and Crocker (1992) measures individuals’ self-esteem with reference to their interactions with social groups and its influence on their self-identity. The CSE scale consists of four sub-scales: membership esteem, private CSE, public CSE, and importance to identity.
Keywords: collective self-esteem, American youth, online shopping
How to Cite:
Sadachar, A. & Khare, A., (2013) “Influence of Collective Self-Esteem on Online Shopping Behavior of American Youth”, International Textile and Apparel Association Annual Conference Proceedings 70(1).