TITLE:
Is There a Place for Hedonic Consumption in On-Line Shopping Addiction?
AUTHORS:
Melike Selcuk Arpınar, Murat Basal
KEYWORDS:
Hedonic Consumption, Online Shopping Addiction, Digital Marketing
JOURNAL NAME:
Sociology Mind,
Vol.14 No.2,
April
28,
2024
ABSTRACT: With the spread of the internet in the digital age, online shopping is where consumers add the product they want to the cart, save it and pay for it. Consumers who see shopping as a way to pleasure and happiness see it as a means of satisfaction that can meet their psychological needs as well as physiological activities. This study is carried out to determine the effect of consumers with online shopping addiction on hedonic consumption situations. For this reason, data was collected by applying a survey form sent via Google Forms to 326 participants between the ages of 18 - 65 from consumers who shop online in Istanbul. The obtained data were evaluated in computer environment with SPSS 22.0 statistical program. Frequency and percentage analyzes were used to determine the descriptive characteristics of the participants. Mean and standard deviation statistics were used in the evaluation of the scale. The relationships between the dimensions determining the participants’ scale levels were examined with the help of Pearson correlation and linear regression analyses. As a result of the analysis, it is shown that there are positive correlations between online shopping addiction and its scores for the sub-variables of hedonic consumption behavior, hedonic impact, hedonic adaptation, passivity, impulsive tendency and identity reflection. It has been determined that online shopping addiction increases the level of hedonic consumption. All these have shown that online shopping addiction has a positive effect on hedonic consumption, and our hypothesis has been accepted. Due to the rapid growth in consumers’ ability to meet their needs by choosing the internet and online shopping, future research on experimental methods to understand the behavior of consumers who shop on these platforms will increase the size of the research.