Unpacking the mechanisms between Internet Addiction and online impulse buying: Which is more critical, mindfulness or emotional intelligence?

This study investigates the psychological mechanisms underlying the relationship between Internet Addiction (IA) and Online Impulse Buying (OIB). To move beyond simple correlations, we propose and empirically test a reinterpretation of the Dual-Failure Model of Self-Regulation. Our research comparatively explores mindfulness and Emotional Intelligence (EI) as potential moderators, including a dimensional analysis of EI that examines the role of its Regulation of Emotions (ROE) component. Data from 714 Iranian online consumers, collected using standardized instruments, were analyzed via Partial Least Squares Structural Equation Modeling (PLS-SEM) with bootstrapping. Findings confirmed a strong positive association between IA and OIB. Both mindfulness and EI emerged as significant moderators, with the association weakening at higher levels of each. Mindfulness also showed a unique pattern, being independently and negatively associated with OIB. Conversely, the IA-OIB relationship was strongest for individuals with lower levels of mindfulness and ROE, highlighting critical vulnerabilities. Notably, a model including a combined mindfulness-ROE variable accounted for the most variance. These results advance our understanding by suggesting that mindfulness and EI (specifically ROE) operate through distinct yet synergistic mechanisms, addressing a key gap in the literature. Ultimately, this work presents actionable insights for designing human-centered digital environments, fostering healthier human-technology interactions, and paving the way for novel research trajectories. • A new habit-based Dual-Failure Model explains the IA-OIB link. • Dimensional analysis isolates ROE as EI's indispensable mechanism. • Mindfulness directly curbs OIB, showing broader preventive effects. • Both Mindfulness and ROE significantly weaken the IA-OIB association. • A combined Mindfulness-ROE intervention offers the strongest protection.