In the post-COVID-19 era, compulsive buying behaviors among college students have shown a notable increase. Given the critical role of self-identity development in young adulthood, this study investigates how self-identity influences compulsive buying, with a focus on the mediating role of passive social network use and the moderating effect of self-esteem. A cross-sectional survey was conducted with 412 college students. Participants completed standardized measures including the Compulsive Buying Scale (CBS), Rosenberg Self-Esteem Scale (RSES), Passive Social Network Use Scale (PSNUS), and Self-Identity Status Questionnaire (SISQ). Hierarchical regression analyses and moderated mediation modeling were employed to examine the relationships. Self-identity was negatively correlated with compulsive buying. Besides, passive use of social networks mediated the association between self-identity and compulsive buying. Self-esteem significantly moderated the direct stage and the second stage of the mediation process. Interventions for self-identity development and restrictions for passive social networks may be potentially effective ways to reduce compulsive buying behaviors.
