12 July 2024
Compulsive Online Shopping: Triggers and Consequences

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Exploring Compulsive Online Shopping Behavior in India

Online shopping has become a prevalent activity in today’s digital age, offering convenience and accessibility to a wide range of products at the click of a button. However, recent research has delved into the darker side of this phenomenon – compulsive online shopping. A study conducted in India by researchers D. Manimegalai and S. Senthilkumar focused on understanding the triggers and antecedents of compulsive online shopping behavior, particularly in relation to the purchase of jeans. This research sheds light on the underlying factors that drive individuals to engage in excessive and impulsive online shopping habits.

The study, published in the International Journal of Networking and Virtual Organisations, involved an online survey with over 200 participants from various demographic groups. Through a detailed statistical analysis of the survey results, the researchers identified a combination of internal triggers, such as emotions and personal experiences, and external stimuli like online usage patterns and social influences, that influence the purchasing decisions of online shoppers. These findings provide valuable insights into consumer behavior, helping marketing executives tailor strategies to effectively sell products such as jeans online.

Understanding the Psychology Behind Compulsive Shopping

Compulsive online shopping is not merely a result of a desire for material possessions but often stems from deeper psychological factors. The research highlights the role of emotions, personal experiences, loneliness, anxiety, and novelty-seeking tendencies in driving compulsive shopping behavior. These underlying psychological triggers can lead individuals to engage in repetitive and impulsive buying, potentially resulting in financial implications and impacting overall well-being.

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The study points out that in a country like India, where nearly three-quarters of a billion pairs of jeans are sold annually, there exists a significant market for denim trousers. However, the research suggests that compulsive buying behavior may extend beyond the purchase of jeans, indicating potential issues related to excessive spending and debt accumulation. By uncovering the psychological drivers behind compulsive online shopping, the study emphasizes the need for targeted interventions and support mechanisms to address these behaviors and promote healthier consumer habits.

Implications for Consumer Behavior and Marketing Strategies

The findings of the research hold significant implications for understanding consumer behavior and developing effective marketing strategies in the online shopping landscape. By identifying the triggers that lead to compulsive buying tendencies, marketers can tailor their approaches to engage with consumers more effectively. Understanding the interplay between internal and external factors that influence purchasing decisions can help businesses create targeted campaigns that resonate with their target audience and drive sales.

Moreover, the study highlights the importance of considering the emotional and psychological aspects of consumer behavior in the marketing process. By acknowledging the role of emotions, personal experiences, and social influences in shaping purchasing decisions, marketers can create more empathetic and relatable campaigns that connect with consumers on a deeper level. This human-centric approach to marketing can not only drive sales but also build stronger relationships with customers based on trust and understanding.

Addressing Compulsive Online Shopping Through Awareness and Support

As the research suggests, compulsive online shopping can have far-reaching consequences beyond just the act of purchasing goods. It can lead to financial strain, emotional distress, and potentially exacerbate underlying psychological issues. By raising awareness about the triggers and antecedents of compulsive shopping behavior, individuals can become more mindful of their online shopping habits and take steps to manage impulsive tendencies.

Additionally, the study underscores the importance of implementing support mechanisms and interventions to assist individuals struggling with compulsive buying habits. Providing resources for financial planning, mental health support, and strategies for managing online shopping impulses can help individuals regain control over their spending behaviors and lead to improved overall well-being.

The research on the psychology of compulsive online shopping in India offers valuable insights into the factors driving impulsive buying behaviors and underscores the need for a holistic approach to addressing these issues. By understanding the underlying triggers, businesses can develop more empathetic marketing strategies, while individuals can benefit from increased awareness and access to support services to manage compulsive shopping habits effectively.

Links to additional Resources:

1. International Journal of Networking and Virtual Organisations 2. ScienceDirect 3. Emerald Insight

Related Wikipedia Articles

Topics: Compulsive shopping, Online shopping, Consumer behavior

Compulsive buying disorder
Compulsive buying disorder (CBD) is characterized by an obsession with shopping and buying behavior that causes adverse consequences. It "is experienced as a recurring, compelling and irresistible–uncontrollable urge, in acquiring goods that lack practical utility and very low cost resulting in excessive, expensive and time-consuming retail activity [that is] typically...
Read more: Compulsive buying disorder

Online shopping
Online shopping is a form of electronic commerce which allows consumers to directly buy goods or services from a seller over the Internet using a web browser or a mobile app. Consumers find a product of interest by visiting the website of the retailer directly or by searching among alternative...
Read more: Online shopping

Consumer behaviour
Consumer behaviour is the study of individuals, groups, or organisations and all the activities associated with the purchase, use and disposal of goods and services. Consumer behaviour consists of how the consumer's emotions, attitudes, and preferences affect buying behaviour. Consumer behaviour emerged in the 1940–1950s as a distinct sub-discipline of...
Read more: Consumer behaviour

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