Page 33 - April_2024 Broucher.indd

Title: Holding on to your memories: Factors influencing social media hoarding behaviour

Journal: Journal of Retailing and Consumer Services

Utilising the Dual Factor theory, this study aims to investigate the factors that enable and inhibit social media hoarding
behaviour. Furthermore, we looked into the impact of discarding difficulty as a mediator and how the mediating effects
of discarding difficulty are moderated by dispositional greed. Online questionnaires were employed to gather data

from a total of 295 participants. We employed structural equation modelling and the PROCESS Macro to validate and

examine the hypotheses. The findings indicate that perceived low price has a positive impact, whereas cyber incivility
has a negative impact on social media hoarding behaviour. Discarding difficulty mediates the association between
perceived low price, perceived convenience, cyber incivility, and social media hoarding. Mediated-moderation analysis

shows that dispositional greed also significantly moderates the mediating effects of discarding difficulty. The

contributions of this study enhance the existing body of knowledge on digital hoarding and offer practical implications
for social media marketers and policymakers to address issues like cyber incivility, which significantly impact social
media hoarding.

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