Self-esteem, normative influence, positive affect, and variety seeking - an integrated framework Online publication date: Fri, 02-Sep-2022
by Nirmalya Bandyopadhyay; Ritika Agarwal
International Journal of Indian Culture and Business Management (IJICBM), Vol. 26, No. 4, 2022
Abstract: This paper attempts to investigate the relationship of variety seeking with self-esteem, normative influence, and positive affect by developing a conceptual framework. The study also attempts to develop a relationship of self-esteem with normative influence and positive affect. A survey research design was employed. An online survey of 254 respondents was conducted. Measures were taken to minimise the survey bias. Exploratory factor analysis (EFA), reliability testing, and structural equation modelling (SEM) was applied to analyse the survey data. The result confirms that there exists a positive relationship between variety seeking and normative influence. Positive affect is positively related to variety seeking behaviour. High self-esteem positively influences variety seeking. The study also confirms that self-esteem is related to normative influence and positive affect.
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